Only a few short years ago, same-day delivery felt like a luxury or novelty to consumers and businesses alike — something used only in emergencies.

Today, it’s a standard expectation for a core segment of online shoppers. 

New research involving more than 1,000 consumers who have used same-day delivery services in the past six months reveals a clear pivot in their behavior. While speed still matters, particularly for younger or urban shoppers, certainty has emerged as an equally powerful driver of brand loyalty. To win in this space, retailers and delivery providers must be both fast and predictable.

Our research reveals critical shifts in consumer expectations that are reshaping the delivery landscape, including:

• The rise of situational same-day delivery
• What “same-day” actually means
• Balancing expectation with the cost of delivery
• Common mistakes of same-day delivery programs