A study carried out 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 repurchase in the fashion segment by 3 to 4 percentage points.
The breakdown by fashion is part of a strategy to delve deeper into segments based on a broader study, which analyzes the impact of delivery times on repurchases across e-commerce in Brazil. Segmentation allows you 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 measuring the real impact of delivery time on the decision to buy again.
First purchase has the biggest impact
In the first shopping experience, the effect of delay is even more relevant. Among new fashion e-commerce customers, 42% buy again within 6 months when the order arrives on time, while only 33% return when there is a delay — a drop of almost 10 percentage points.
Based on this behavior, Intelipost estimates that delays 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 company's customer base. The estimated financial impact varies between R$20 million and R$32 million in unrealized revenue, with an average close to R$25 million annually.
More engaged customers feel the effect more
The study also identified relevant differences by consumer profile. Customers of low frequency tend to maintain repurchases even in the face of occasional delays. Already the more engaged or recurring consumers, which concentrate greater value over time, show a more significant reduction in future purchases, with a drop between 5% and 9% when repurchasing after negative experiences.
There are also variations per average ticket. Smaller ticket purchases, below R$90, show low sensitivity to delay, while orders above R$170 have a more noticeable impact on repurchase.
Logistics as a growth engine
To Ross Saario, CEO of Intelipost, the data reinforces the strategic role of logistics in the 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 becomes clear that meeting the deadline strengthens the relationship with the consumer and increases the chances of repurchase — especially in the first experience", he states.
The survey concludes that delays in delivery have a consistent impact on repurchases 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 reinforces that investing in logistics is investing directly in sales, retention and sustainable growth.
