KING OF PRUSSIA, Pa. – Radial, Inc., a bpostgroup company, the leader in eCommerce solutions, today announced the results of a new survey of 1,000 consumers that reveals a shift in how shoppers evaluate and remain loyal to direct-to-consumer (DTC) and modern brands. The findings show that operational performance—particularly delivery speed, availability, and ease of returns—is the leading factor driving repeat purchases and consumer trust for modern brands.
After years of explosive growth, DTC brands are facing a turning point. Celebrated initially for upending traditional retail models with sleek branding and digital convenience, many of these once-nimble players are now grappling with the realities of scale. As online competition intensifies and consumer expectations soar, the next phase of success hinges on operational execution.
“DTC and modern brands have done the hard work of building emotional connections, but today’s consumers are demanding operational consistency to match,” said Tom Schmitt, CEO of Radial. “Our research shows that even the most beloved brands risk losing customers if they can’t meet expectations around speed, availability, and ease.”
The News Rules of Loyalty
Today’s DTC and modern brands still win attention with quality—32% of consumers say product quality is the top reason they initially purchase from a brand, and 29% cite product exclusivity. However, according to Radial’s data, this no longer drives conversion or long-term loyalty.
Instead, delivery speed (72%), product availability (66%), and easy or free returns (63%) are now the most influential factors in consumers’ decision-making process. Only 25% of shoppers said personalization was “very important,” and 38% referenced brand values, suggesting that execution, not just intention, keeps customers returning.
The Fulfillment Bottleneck Is Breaking Brand Trust
Even as brands expand into marketplaces and brick-and-mortar retail, many struggle to meet growing demand. According to a recent Radial industry survey, 70% of retail leaders still rely on in-house fulfillment. Meanwhile, Radial’s consumer survey found that nearly 40% of consumers have stopped purchasing from DTC brands they liked due to fulfillment issues such as stockouts, shipping delays (29%), unexpected fees (30%), and return friction (24%).
These breakdowns have real consequences, especially among younger demographics. Gen Z (35%) and Millennials (33%) are most frustrated with delivery delays and lack of communication. Meanwhile, 62% of all consumers say they would lose trust in a brand if product quality declined or post-purchase execution fell short.
A New Era of Modern Brands Requires Scalable Fulfillment
The evolution of modern retail demands more than clever campaigns—it calls for scalable, resilient operations that match the boldness of the brand. For brands navigating rapid growth and omnichannel complexity, fulfillment can no longer be treated as a back-office function—it is the customer experience.
Radial’s Fast Track offering was built for this moment. Designed to launch in as little as one week, it gives growing brands access to scalable fulfillment services backed by decades of experience and deep eCommerce expertise. With a configurable, pre-integrated network of 20+ fulfillment centers, Fast Track lets modern brands deliver on what matters most: speed, reliability, and trust.
Learn more about how modern brands are scaling smarter with Radial, visit www.radial.com/fast-track.
Methodology
The survey was commissioned by Radial and conducted by Dynata, the world’s largest first-party data company. The survey was conducted in March 2025 of 1,000 U.S. consumers 18 years and older.
About Radial
Radial is the largest 3PL fulfillment provider also offering integrated payment, fraud detection, and omnichannel solutions to mid-market and enterprise brands. Leveraging over 30 years of industry expertise, Radial tailors its services and solutions to align strategically with each brand’s unique needs.
Our team supports brands in tackling common eCommerce challenges, from scalable, flexible fulfillment enabling delivery consistency to ensuring secure transactions. With a commitment to fulfilling promises from click to delivery, Radial empowers brands to navigate the dynamic digital landscape with the confidence and capability to deliver a seamless, secure, and superior eCommerce experience.
Contacts
Media Contact
Daysi Robles Lopez
PAN Communications
radial@pancomm.com
