What’s next for next-day deliveries?

Once the gold standard of eCommerce innovation, next-day delivery was long seen as the pinnacle of convenience – a service so fast, so frictionless, it fundamentally altered consumer expectations across retail categories. 

It forced grocers, fashion brands, electronics giants, and independent merchants alike to rethink supply chains, last-mile logistics, and inventory planning just to keep pace.

But in 2025, the delivery landscape is undergoing a quiet revolution. While next-day fulfilment still holds relevance, especially in certain categories, it is no longer the benchmark of excellence it once was. In fact, many industry insiders now argue that next-day is not the future of delivery – it’s the baseline.

Today, immediacy competes with flexibility. Shoppers want to see exactly what’s available nearby before committing to buy. They want delivery when it suits them – not just fast, but predictably fast. And increasingly, they want the power to choose between cost, speed, sustainability and convenience.

So what does all this mean for next-day deliveries? Are they fading into obsolescence or simply evolving into a smarter, more strategic offering?

Beyond speed

“In 2025, we’re witnessing a fundamental change in what ‘fast’ actually means to consumers,” says Guy Elliott, executive vice president, head of retail and consumer products international at Publicis Sapient. “Next-day delivery, which was once considered revolutionary, is gradually shifting from being a premium service to a standard expectation in many markets.”

Elliott points out that while ultra-fast options are expanding, next-day is still relevant – but not in the way it used to be. “What’s really evolving isn’t just speed requirements, but the demand for choice and visibility. Customers often don’t mind waiting, especially if they can pay less, but they want to be able to choose if it’s fast or cheap.”

Retailers who clearly communicate the cost-speed trade-off are seeing consumers warm to paid express delivery. But as Elliott emphasises: “The evolution isn’t just about faster service; it’s about empowering consumers to make informed decisions based on their specific needs at that moment.”

For Nick Brackenbury, CEO and co-founder of NearSt, the shift in consumer behaviour is even more profound. “Shoppers increasingly expect to see what’s available nearby, right now, before deciding how to buy. Real-time availability gives them the confidence to act immediately, whether that means heading to the store, using click-and-collect, or choosing from one of the rapid delivery options.”

He argues that the search for speed is giving way to the desire for proximity and availability: “Shoppers won’t wait 24 hours for delivery if they can pick up the same item five minutes away. The most convenient option won’t be the fastest courier; it’ll be the nearby shop that appears first in a search.”

The winners, Brackenbury adds, will be the retailers who invest in making their local inventory visible in real-time, so consumers can see what’s available nearby and get it in minutes, not hours or days.

Elliott agrees that local stock visibility is now essential to the omnichannel journey. “Consumers are demanding faster fulfilment, but what they’re really craving is confidence in availability and transparency throughout the purchase journey. There has been a significant shift in which shoppers routinely check online whether products are available in nearby stores before making a trip.”

Visibility as differentiator

Emile Naus, partner at BearingPoint, believes the next-day delivery debate is a symptom of a much larger operational shift. “We are seeing the expectations polarise. Some customers drive for ‘immediate’, where others are much more relaxed, especially when there is a pricing difference between the two offers,” he says.

Echoing this sentiment, James Rigg, CEO at Trojan Electronics says: “Next-day remains the standard. The days of 48-hour delivery are long gone, but next-day is still very much the norm and likely to remain so. The average delivery times are becoming shorter and shorter, what matters most is that the delivery window is clearly communicated – no one wants to hang around waiting.”

For larger, heavier, or less time-sensitive items, Rigg says it’s not about speed but control, noting that for bigger-ticket items like kitchen appliances or garden furniture, it’s “not about speed, it’s about control”. He notes that customers “want to choose a day that suits them, often a bit further out so someone can be at home”, and that for customers it is “far more important than getting it tomorrow”.

AI and TikTok

Another force transforming delivery expectations is the explosion of social media-driven trends, particularly among younger consumers.

“Absolutely, especially millennials,” says Rigg, when asked if demographics are driving this change. “Platforms like TikTok are a big driver. They create instant demand, and people want the product right then and there. They’re a powerful marketing tool driving real influence from real people.”

The trend is driving a move away from centralised distribution towards hyperlocal fulfilment, requiring retailers to balance stock levels not only by region but down to the postcode level. Rigg points out that shopping habits can vary significantly even within the same town, making the management of local stock to meet demand a delicate balancing act for retailers.

Technology is helping to meet this challenge. “AI is revolutionising this space by not only tracking inventory with accuracy but also predicting demand patterns at hyperlocal levels,” says Elliott. “These AI systems can now identify discrepancies between physical stock and system records in real-time, dramatically improving inventory accuracy.”

The store as fulfilment engine

With real-time stock visibility, stores are being reimagined as fulfilment centres.

“Knowing what’s on every shelf, every minute, enables retailers to offer one-hour collection or same-evening delivery with complete confidence,” says Rigg. “Real-time visibility turns brick-and-mortar shops into nimble fulfilment hubs, increasing client satisfaction and driving sales.”

For Elliott, this shift represents a “competitive reset”. “Retailers are increasingly viewing their store networks as distributed fulfilment nodes rather than just sales channels. This shift toward transparency is giving consumers more choice in how they shop, allowing them to make informed decisions between convenience, immediacy, and cost.”

Yet this vision is far from easy to implement. The biggest barrier? Legacy systems.

“The hardest bit isn’t the technology itself. It’s wiring it to old systems and keeping the data in check,” says Rigg. “Once the plumbing is sorted and staff trust the numbers, speed and consistency will follow naturally.”

Elliott agrees: “The reality is that achieving true real-time inventory accuracy across physical and digital channels requires solving a complex equation with multiple variables. It’s not just a technology challenge – it’s a fundamental rethinking of retail operations and organisational structure.”

What does convenience look like in 2030?

Looking ahead, the spokespeople all agree that the concept of convenience will continue to evolve.

“In the next five years, the very concept of convenience will evolve from ‘fast and easy’ to ‘anticipatory and effortless’,” says Elliott. “We’ll see the rise of truly predictive commerce, where retailers leverage AI and consumer data to anticipate needs and proactively suggest solutions.”

Rigg agrees, but with a practical lens. “Convenience will mean rapid, local delivery of the everyday items people suddenly realise they need, like Vanish when the kids get back from school, for example”, he says. “For categories like fashion and beauty, it’ll be about same-day delivery earlier in the day, ready for that evening.”

The future of delivery isn’t about shaving hours off a promise. It’s about trust, transparency, and relevance. Whether it’s one hour or one day, the retailers that win will be those who deliver not just fast, but smart – with inventory that’s visible, promises that are precise, and fulfilment that’s flexible. Next-day delivery isn’t dead. But it’s no longer the finish line – it’s just the starting point.