Delays in delivery reduce buyback in fashion e-commerce in Brazil, shows Intelipost study

A study conducted by Intelipost, leader in logistics intelligence, based on the analysis of millions of orders in Brazilian e-commerce, shows that delivery delays reduce the chance of buybacks in the fashion segment by 3 to 4 percentage points.

The fashion cut is part of a strategy of deepening by segments from a broader study, which analyzes the impact of the delivery time on the repurchase throughout e-commerce in Brazil. The segmentation allows to observe specific behaviors and generate more consistent readings over time.

The analysis considers the behavior of the same consumer on different purchases, which eliminates profile distortions and allows you to measure the real impact of the delivery time on the decision to buy again.

First purchase concentrates the greatest impact

In the first shopping experience, the effect of delay is even more relevant. Among new customers of fashion e-commerce, the, 42% will buy again within 6 months when the order arrives on time, while only 33% return when there is delay a fall of almost 10 Percentage points.

From this behavior, Intelipost estimates that the delay in delivery may represent up to 258 thousand fewer orders per year in Brazil, considering projections for the market as a whole, and not just the customer base of the company. The estimated financial impact varies between R$20 million and R$32 million in unrealized revenue, with an average close to R$25 million annual.

More engaged customers feel the effect more

The study also identified relevant differences by consumer profile low frequency they tend to keep the repurchase even in the face of occasional delays more engaged or recurring consumers, which concentrate greater value over time, present a more significant reduction in future purchases, with a decrease between 5% and 9% in repurchase after negative experiences.

There are still variations per average ticket. Lower ticket purchases, below R$90, show low sensitivity to delay, while orders above R$170 they have a more noticeable impact on repurchase. 

Logistics as a growth engine

For Ross Saario, CEO of Intelipost, Data reinforces the strategic role of logistics in consumer experience and business growth.

“Logistics is no longer just an operational issue. It has a direct impact on the customer experience and clearly influences the decision to buy again. When we analyze the behavior of the same person in different orders, it is evident that meeting the deadline strengthens the relationship with the consumer and increases the chances of repurchase & especially in the first” experience, he says.

The survey concludes that the delay in delivery has a consistent impact on the repurchase in Brazilian e-commerce, with an average effect between 3% and 4 percentage points, in addition to a relevant financial impact throughout the year. The data reinforce that investing in logistics is investing directly in sales, retention and sustainable growth.