September 08, 2025
Vague Delivery Dates Push Customers to Abandon Carts
Retailers may be sabotaging their own sales by sticking with outdated delivery practices that no longer match how consumers shop online, according to a new behavioural study on e-commerce logistics by OnTrac.
The report, titled The State of Speed, shows that clarity around delivery dates and seven-day logistics operations are among the strongest drivers of conversion and repeat purchases. Yet most retailers still default to vague shipping ranges and limited fulfilment schedules, choices that are actively pushing customers away.
Unlike traditional surveys that rely on what consumers say they want, the study uses behavioural prompts and peer comparisons to capture what actually drives purchases. According to the findings, delivery practices are intrinsically connected to measurable outcomes such as cart abandonment, Net Promoter Score, and customer lifetime value.
Smarter Use of Logistics
Retailers are optimising for operational ease and not the certainty that keeps shoppers from abandoning carts. Over 90% of retailers still show ranges like “4–6 business days” at checkout, even though shoppers are twice as likely to abandon carts when delivery is unclear. Despite evidence that weekend logistics fuel higher loyalty, 65% of retailers report no change in their delivery speeds over the past two years, and nearly a quarter have even consolidated fulfilment networks.
Vijay Ramachandran, VP Marketing, Product Strategy & Marketplaces at OnTrac, said: “The study shows where assumptions about speed, precision, and shopper intent break down—and where leading brands are rethinking delivery as a revenue lever, not just a cost centre.”
Top-performing brands are already acting differently. More than half of those using seven-day carrier services saw improved loyalty scores and reduced cart abandonment.
Retailers deploying predictive delivery dates were significantly less likely to expand costly fulfilment networks or add new premium shipping tiers, suggesting that smarter use of logistics can improve both customer experience and margins.
