WHEN FASTER DELIVERIES BACKFIRE

Summary from the TLDR Marketing newsletter

Research shows that faster-than-expected deliveries in ecommerce increase product returns. For every day a delivery arrives early, return rates rise by 3.8%, with new customers seeing a 4.26% increase per early day. High-priced items are more likely to be returned, while popular ones are less affected. The effect stems from cognitive dissonance; rapid deliveries leave buyers doubting their decisions. To reduce returns, retailers should provide accurate delivery windows, offer slower shipping options, and send post-purchase communications emphasizing product benefits.