Fixing the Delivery Gap: Meeting Younger Consumers’ Expectations in the Last Mile
With Millennials firmly cemented in the workforce and Gen Z set to make up 30% of the global job market by 2030, these cohorts have a significant spending power. Businesses can’t afford to ignore the preferences of these digitally-native consumers.
Yet many retailers are falling short of younger consumers’ expectations for home delivery. Here we’ll look at why the UK’s younger generations are unsatisfied with delivery services. Then we’ll offer expert insights to help retailers raise their standards.
Consumer preferences
Today’s 18–34-year-olds (collectively, “Zennials”) won’t be easily put in a box. But there are certain characteristics that set this demographic apart.
Born around the turn of the century, Zennials value a combination of digital and analogue experiences. Their expectations have been shaped by the global recession, the COVID-19 pandemic and environmental anxiety.
When catering to these shoppers:
- Intuitive and personalised digital experiences should be the norm
- It’s important to demonstrate transparency and environmental responsibility
- Cost and convenience are key purchase drivers
Purchase behaviour among under 35s
Descartes’ latest research found that while eCommerce growth is slowing, Zennials are buying more than ever online. Among 18–34-year-olds in the UK, 58% reported purchasing more online than the previous year. That’s significantly higher than the general population (42%).
As online shopping becomes second nature, expectations for home delivery are increasing. The research commissioned by Descartes found that under 35s are less satisfied with delivery services compared to older shoppers.
In fact, 31% of the UK’s 18-34-year-olds report that most of the time they are not completely satisfied with the delivery services they receive. The same is true for only 17% of the general population.
This dissatisfaction can have negative consequences for UK businesses. Seventeen percent (17%) of under 35s who had a bad delivery experience say they made fewer online purchases as a result.
Zennials are also more likely to post about their bad experience online. This can be particularly damaging as Gen Z ranks online reviews as the most important decision-making factor when shopping.
Check out the 2025 Home Delivery Consumer Sentiment Report
What’s causing delivery dissatisfaction?
To tackle dissatisfaction among younger consumers, we’ll need identify which parts of the delivery process are failing to meet expectations.
- 53% of the UK’s 18-24-year-olds were quite or extremely satisfied with the cost of delivery, compared to 66% of the general population.
- 67% of 18-34-year-olds were quite or extremely satisfied with the choice and convenience of delivery slots, compared to 73% of the general population.
- 73% of under 35s were quite or extremely satisfied with delivery progress tracking, compared to 79% of the general population.
- 70% of 18-34-year-olds were quite or extremely satisfied with the ease of ordering/booking the delivery, compared to 77% of the general population.
In short: delivery costs, convenience and transparency are all areas for improvement.
Retailers should also note that sustainability is a deciding factor for many in this age bracket. According to Descartes’ 2024 Home Delivery Sustainability Report, 83% of 18–24-year-olds and 71% of 25–34-year-olds consider the environment when making a purchase decision.
How to win over younger buyers
Here’s how businesses can better meet Zennials' delivery expectations:
Seamless omnichannel experience
Whether the delivery is handled by your own fleet or a third-party provider, the experience must live up to your brand promise. Ensure consistency in-store, online at the point of sale, and throughout the delivery. Click-and-collect options should be just as smooth.
Delivery tracking and notifications
Gen Zs and millennials have grown up online and expect a transparent, mobile-first experience. Be sure to provide progress updates throughout the delivery process, especially if the plan changes.
SMS is the best channel for time-sensitive delivery notifications (“Your driver is 15 minutes away!”), while email can be used to provide additional information or product care instructions.
Messages can link to an online portal with more details about the delivery. The portal should include real-time tracking or show the customer’s place in the delivery queue (“Your driver is 4 stops away!”).
Ease-of-use is crucial, so don’t expect customers to download an app: Browser-based tracking works just fine.
Reduce delivery costs
Cost is a deciding factor for younger shoppers anxious about their economic outlook.
It isn’t always feasible to offer free delivery. But there are ways to reduce operational costs and pass these savings on to consumers.
Consider investing in warehouse management and route optimisation solutions to reduce staff overtime, minimise miles driven and cut planning time.
These tactics have the added bonus of improving customer experience: You’ll be better able to offer feasible delivery slots and make deliveries on time and in full.
Showcase sustainability
Many under 35s look for brands that share their preoccupations about the environment.
On the checkout page, consider highlighting eco-friendly delivery options – for example, timeslots when you’re already making deliveries in the customer’s area.
A dynamic appointment scheduling tool will allow you to offer delivery windows that are feasible, cost-effective and sustainable.
Where possible, it’s a good idea to provide click-and-collect options: Consumers tend to perceive in-store collection as more environmentally friendly.
Offer convenience and personalisation
Convenience is key for younger shoppers. Make it easy to order by letting customers choose delivery slots that suit them.
Even if ultra-fast or ultra-cheap delivery isn’t possible, offering some degree of choice creates perceived value. Tailor options and communications to suit different delivery personas.
As the delivery approaches, provide notifications and tracking so there’s no need for customers to wait around all day.
Most importantly, keep your promise and show up on time. There are innumerable things that can go wrong during the last mile, but intelligent route planning and driver apps give you the best chance of honouring delivery commitments.
Final thoughts
The buying power of under 35s is growing year over year, and their preferences are shaping the expectations of all demographics.
Home delivery is central to how these consumers shop, so brands must ensure that they’re getting it right.
Descartes can help retailers to future-proof their business by offering a convenient, transparent last-mile experience. Get in touch to find out more.
