The Parcel Delivery Rulebook Just Got Rewritten: Here's What Changed

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October 7, 2025

The Parcel Delivery Rulebook Just Got Rewritten: Here's What Changed

For years, the last-mile playbook was simple: deliver faster than the competition. Two-day shipping became the standard. Then next-day. Then same-day in select markets.

But something shifted.

Speed is still important; customers haven't suddenly become patient. But it's no longer the deciding factor it once was. Today's consumers want something more nuanced: choice.

Download "From Speed to Optionality: Winning Strategies for Shippers in Peak Season" to see the full research findings and actionable recommendations for your business.

What 150+ Supply Chain Leaders Told Us

We partnered with Supply Chain Dive to survey retail supply chain executives about their last-mile strategies heading into peak season. What we found reveals a market caught between old priorities and new realities.

The headline numbers:

70% of companies already offer next-day delivery
Yet 27% of fast deliveries generate negative customer feedback
Only 19% track delivery-related complaints
33% say their delivery partners can't handle the demand

The data points to a fundamental disconnect: Companies are optimizing for speed while customers are asking for flexibility. And that gap is costing brands in ways most don't even measure.

Beyond Cost Per Delivery

Ask most supply chain leaders what KPIs they track, and you'll hear the usual suspects: cost per delivery, on-time rates, maybe customer satisfaction scores.

But what about the customer service calls that spike after a failed delivery? The IT hours spent patching systems? The refunds processed by billing teams? The lost lifetime value when a frustrated customer switches to a competitor?

These hidden costs don't show up in traditional logistics dashboards. But they add up fast—especially during peak season when volumes surge and margins compress.

What Optionality Actually Means

Optionality isn't about offering ten different delivery speeds. It's about giving customers choices that fit their actual needs:

Budget-conscious shoppers who'll wait an extra day for free shipping
Professionals who need weekend delivery when they're actually home
Apartment dwellers who prefer secure pickup locations
Last-minute buyers willing to pay for same-day service

The brands winning today are the ones that match delivery options to customer context—not the ones racing to shave hours off transit time at all costs.

The Technology Behind the Promise

Here's the good news: You don't need to build this infrastructure yourself.

Our research shows 99% of companies plan to invest in delivery technology, with 76% moving within the next 12 months. The top priorities? Real-time tracking, AI-powered exception management, and predictive analytics.

But the smartest shippers aren't building in-house. They're partnering with tech-enabled carriers who already have these capabilities at scale. It's faster, more cost-effective, and gives you the flexibility to adapt as customer expectations continue to evolve.

Peak Season Is the Proving Ground

With peak season approaching, the stakes couldn't be higher. Volume spikes. Capacity tightens. Customers expect flawless execution.

Companies relying on single-carrier strategies or outdated KPIs will feel the pressure. Those with diversified networks, smarter measurement, and technology-backed optionality will pull ahead.

The question isn't whether delivery expectations will keep rising. They will. The question is whether your strategy is built for what comes next.