LOGISTICS
Same-day delivery has long been heralded as the next frontier in retail logistics, but its role is more complex than a simple end state for the industry. Research from McKinsey suggests consumer expectations have already shifted significantly. Speed is no longer viewed as a premium add-on but part of a new normal influencing purchasing behaviour.
Nearly half of consumers have abandoned online purchases due to slow or unclear delivery timelines, underlining the growing importance of fulfilment in the buying journey. Delivery now serves as a competitive advantage that can determine whether a sale is won or lost.
On the surface, the case for same-day delivery is compelling. Around 64 % of consumers are more likely to purchase when the option is available while up to a quarter are willing to pay a premium.
McKinsey also reports potential sales uplifts of as much as 25 % alongside improvements in customer loyalty.
For retailers operating in highlycompetitive markets, these figures point to a clear opportunity to differentiate and capture incremental demand.
This demand is being fuelled by urbanisation, continued e-commerce growth and rising expectations around convenience. Consumers are increasingly accustomed to immediacy in other aspects of their lives, from streaming to on-demand services. Same-day delivery extends that expectation into retail, effectively bridging the gap between physical store immediacy and digital flexibility.
92 May 2026