The psychology of expectation shows that the faster you satisfy a customer’s need, the more likely they are to return. In this article, we explore why fast delivery is no longer a luxury but a standard and what data confirms this. The instant gratification effect – immediate satisfaction of needs Today’s consumers live in a world of immediacy – with a single click, they can order food, buy products from across the globe, pay bills, or book consultations online. This lifestyle strongly shapes purchasing behaviour, a phenomenon known in psychology as the instant gratification effect. The quicker a customer receives their order, the greater their satisfaction and the stronger their positive association with the brand. Why does this work in e-commerce? Research shows that online shopping is not just transactional – for many customers, it’s a form of reward, and delivery is a key part of this gratification. Walter Mischel’s famous 1972 Marshmallow Test demonstrated that even adults prefer smaller rewards sooner rather than waiting for larger ones later. In e-commerce, this translates into a preference for fast delivery even at a higher cost. Data highlights: 23% of consumers are willing to pay extra for faster and more reliable delivery to avoid frustration related to waiting and uncertainty about product arrival. 70% of customers say delivery experiences influence their loyalty to a retailer. 43% report they would abandon a purchase if the delivery time is too long or unpredictable. Not surprisingly, market leaders like Amazon Prime and Poland’s InPost build their competitive edge by minimising the time between purchase and product delivery. This need for immediacy extends beyond physical goods – the same pattern is seen in streaming services, instant payments, and online bookings, where customers expect immediate results upon making a decision. The phenomenon of frictionless shopping – buying without friction or delays Every moment of waiting becomes friction – a barrier that blocks the purchase decision. Today’s consumer expects not only an attractive product but a completely seamless buying experience – from clicking “buy now” to receiving the package. Any obstacle, uncertainty, or delay is friction that can discourage completing the transaction. In the digital age, where convenience, speed, and predictability dominate consumer expectations, delivery time has become one of the most critical brand touchpoints. Research shows: The average global cart abandonment rate is 70.19%. 22% of abandonments occur due to slow delivery. This means more than one in five shoppers quit precisely because they fear delivery delays, clearly showing the importance of fast, predictable shipping. Importantly, reports emphasise that a lack of transparency about delivery times deters customers even when product prices are competitive. Why is fast and predictable delivery key to customer loyalty? Year after year, not only do customer’s expectations for delivery speed rise, but so does their demand for full predictability and clear communication. Modern consumers want to know when they will get their product and won’t tolerate uncertainty. Data confirms this: 66% of consumers expect delivery options to be not just fast, but clearly defined and predictable. 70% say negative delivery experiences are sufficient reason to stop shopping at a retailer altogether. Customers who have experienced delays or unclear delivery communication are 47% less likely to return, even if the product met their expectations. This means that errors in logistics don’t just affect single transactions, they can cause permanent customer loss. Market leaders know time is money – examples from Amazon Prime and InPost Major e-commerce players have long understood that eliminating delays and uncertainty in delivery translates into higher sales, loyalty, and competitive advantage. Amazon Prime: A subscription program based on lightning-fast delivery, often within 24 hours or same-day. This model builds customer loyalty and effectively minimises friction, barriers linked to wait times. InPost (Poland): The popularity of parcel lockers and flexible delivery options keeps growing because they allow customers to pick up parcels quickly and conveniently, without long waits. By focusing on automation and punctuality, InPost effectively meets the psychological need for immediacy in e-commerce. The expectation paradox: faster delivery = higher demands Interestingly, the more the market conditions customers to expect express deliveries, the more impatient they become, and the quicker they switch retailers over the slightest problem. This is a paradox: Customers want their products faster and more reliably, but… the faster they get them, the less tolerant they are of delays or uncertainty. Thus, delivery speed is not just a one-time competitive advantage, it’s a daily trust test retailers must pass flawlessly. What’s the takeaway for your online store? Modern customers aren’t loyal to brands that fail at delivery. Building trust takes weeks or months, but it can be lost in a single day of delay. Therefore, investing in fast, predictable, and transparent delivery processes isn’t a luxury – it’s a prerequisite for survival in today’s market. In practice, managing these challenges is made easier by modern tools like Alsendo Business Pro, which allows efficient coordination of logistics processes, automatic selection of the best carriers, and provides customers with constant access to shipment status information. Such solutions help minimise the risk of delays and enhance the shopping experience, which translates into greater customer loyalty. https://www.metapack.com/ecommerce-delivery-benchmark-report-2025 https://baymard.com/lists/cart-abandonment-rate https://www.scribd.com/document/670482519/ShipStation-Ecommerce-Delivery-Benchmark-Report-2023-EN Anna Sztyk