CSCMP's Supply Chain Quarterly
March 28, 2020
Forward Thinking

Report: Consumers prefer to shop locally

Survey finds that most consumers would bypass Amazon for local retailers if they could get same-day delivery—even if they had to pay for it.

Most consumers would buy from local stores rather than large, online retailers if they could get same-day delivery, according to a November 7 survey by logistics management software company Onfleet.

The researchers set out to gather consumer views of online versus in-store shopping, as well as delivery expectations, in light of growing standards set by and other large online retailers. More than 1,000 consumers responded to the survey in late September, revealing that most would prefer to shop locally if they could get same-day delivery, with more than half saying they would be willing to pay for that benefit.

"We expected to hear that Amazon's convenience has raised consumers' delivery expectations across the board, but we were surprised that the majority of consumers would prefer to shop locally," Khaled Naim, co-founder and CEO of Onfleet, said in a statement announcing the survey's findings. "This data shows that brick-and-mortar retailers that add same-day delivery in their markets, and offer a good delivery experience to their customers, are likely to draw shoppers away from Amazon and other online options."

The survey found that: 

  • 78% of consumers say that their experiences with Amazon have raised their expectations for all types of deliveries.
  • 76% of consumers would be more likely to order household items locally (vs. from Amazon) if they could get same-day delivery.
  • 54% of consumers would be willing to pay local stores for same-day delivery.
  • 78% of consumers say they would be more likely to order from local stores that provide accurate ETAs and delivery updates.

Join the Discussion

After you comment, click Post. If you're not already logged in, you will be asked to log in or register.

Want more articles like this? Sign up for a free subscription to Supply Chain Executive Insight, a monthly e-newsletter that provides insights and commentary on supply chain trends and developments. Click here to subscribe.

We Want to Hear From You! We invite you to share your thoughts and opinions about this article by sending an e-mail to ?Subject=Letter to the Editor: Quarter 2019: Report: Consumers prefer to shop locally"> . We will publish selected readers' comments in future issues of CSCMP's Supply Chain Quarterly. Correspondence may be edited for clarity or for length.

Want more articles like this? Subscribe to CSCMP's Supply Chain Quarterly.