A new survey by Radial reveals that consumer loyalty is no longer won by branding alone. After surveying 1,000 shoppers, the findings show that 72% of consumers now rank delivery speed as the most critical factor influencing repeat purchases, followed closely by product availability (66%) and hassle-free returns (63%). While product quality (32%) and exclusivity (29%) still spark initial interest, operational execution has become the true test of a brand’s staying power.
“DTC and modern brands have done the hard work of building emotional connections, but today’s consumers are demanding operational consistency to match,” said Tom Schmitt, CEO of Radial. “Our research shows that even the most beloved brands risk losing customers if they can’t meet expectations around speed, availability, and ease.”
Demanding period for DTC brands
Direct-to-consumer (DTC) brands, once celebrated for disrupting traditional retail with sleek marketing and digital ease, are entering a more demanding phase. The landscape has shifted; consumers expect not just emotional appeal but flawless, reliable service. As competition tightens and online expectations rise, many DTC brands are struggling to adapt at scale.
The cracks are already showing. Despite their rapid expansion into marketplaces and physical stores, fulfilment issues erode customer trust. Radial’s research shows that nearly 40% of consumers have stopped buying from DTC brands they once loved due to problems like stock shortages, shipping delays (29%), unexpected extra costs (30%), and frustrating returns (24%).
In-house fulfilment remains the norm for 70% of retailers, yet it often fails to meet modern demands, especially for younger shoppers like Gen Z and Millennials, who are the most sensitive to service lapses.
The message is clear: operational excellence is no longer optional. Consumers increasingly view fulfilment not as a back-end operation but as the brand experience itself. Brands that continue to prioritise marketing over logistics risk watching their hard-won reputations unravel. To survive and thrive, today’s DTC players must invest in scalable, resilient systems that keep promises and reinforce trust at every stage of the customer journey.