For this year’s report, we’ve gone further than ever to understand what that means in practice. By analysing hundreds of millions of deliveries across thousands of retailers using Shippit in Australia and New Zealand, surveying hundreds of retail decision makers, thousands of consumers, and the carriers responsible for moving parcels between them, we’ve built the most comprehensive picture yet of where delivery stands and where it’s heading.

For retailers today, fulfilment and delivery should be, and is, seen as a growth strategy. As shoppers shift from occasional online buyers to frequent ones, the gap between leaders and laggards is widening.

As expected (and to keep us all on our toes!) consumer expectations have evolved. While speed matters, reliability and honesty matter more. Amazon has shaped delivery expectations for more than half of Australian consumers, and it’s growing. Most would choose a dependable, free delivery over a fast, expensive one. It’s a harsh fact that currently, only a third of shoppers return after a poor delivery experience.

The biggest suggested untapped conversion lever could be what is referred to as the promise gap. Retailers can advertise a five-day window, of which carrier partners can deliver in two. By simply providing more precise indications at checkout, retailers can drive assumed growth without incremental costs.

It’s free, but it does require confidence in the last mile.