From Fast to Flexible: Why Optionality Is the New Peak Season Advantage

Speed Alone Isn’t Enough Anymore

Once upon a time, in the early aughts of ecommerce, two-day shipping was the big differentiator. Brands that could deliver in 48 hours set themselves apart, led in part by the big bookstore-turned-marketplace.

But today?

It’s simply a baseline. According to Veho and Supply Chain Dive’s recent survey of more than 150 retail supply chain leaders, 70% of companies already offer next-day delivery and nearly 80% offer 1–2 day options. 

It’s no surprise that speedy delivery is no longer a competitive advantage.

What customers want now, more than ever, is choice. In a world that provides endless online options, customers also expect that flexibility to extend to their delivery experience. Customers expect shipping options that fit their schedule, budget, and context. Maybe it’s a secure dropoff in a hidden location, a slower but free option, or weekend delivery. Whatever their preference, the throughline is that customers want more control. 

Optionality has become the new battleground for loyalty.

Where Retailers Fall Short

Despite widespread agreement (56% of shippers agree) that delivery optionality boosts checkout conversion, most companies’ offerings remain narrow. 

And while 100% of shippers agree that delivery optionality allows a brand to “stand out against the competition,” only a third provide same-day delivery services, and fewer than one in three allow customers to choose their specific delivery window. 

That’s a missed opportunity, especially because according to our survey, 27% of “fast” deliveries still result in negative customer feedback due to issues like delays and poor communication.

As Nate Skiver of LPF Spend Management puts it:

“Too many brands still don’t prioritize delivery in the customer experience. Customers expect more delivery options, options that are reliable, relatively fast, and low cost or free.”

Many shippers believe that offering speedy delivery remedies the customer demand for choice. But treating choice as only a speed issue misses the mark.

“Not every item needs to arrive overnight, and not every customer wants it at home. Some want lower cost, some want pickup at another location, some want weekend delivery.” - Garrick Pohl, VP, New Initiatives

Optionality as a Strategy

For best results, companies should view optionality as the next stage of delivery. Giving customers agency to choose is where the new competitive advantage comes in.

The good news is that the tools and partners to make this happen already exist. Tech-enabled carriers and diversified delivery networks allow companies to offer more choices without overwhelming operations. Real-time tracking, AI-powered routing, and predictive ETAs can transform optionality from an abstract concept into a tangible customer advantage.

The Veho Peak Season 

As Peak Season 2025 ramps up, the companies that win won’t be the ones that are fastest. They’ll be the ones that are flexible:

• Offering multiple delivery speeds and formats.
  
  
• Backing promises with proactive visibility and communication.
  
  
• Using tech to ensure reliability at scale.

Optionality is the competitive edge that will separate brands that thrive during peak from those that fall behind.

Learn more via our Supply Chain Dive Whitepaper→ https://www.shipveho.com/white-papers/peak2025