Bringg | How Shopping Frequency Influences Last-Mile Priorities

Almost 3 billion people worldwide shopped online in 2025, and eCommerce sales are expected to grow from $6.42 trillion in 2025 to $7.89 trillion in 2028. Collectively, consumer expectations evolve as eCommerce sales grow, but not at the same rate.

The Bringg Delivery Experience Study: Power Shoppers Are the Biggest Loyalty Risk found that buying behaviors, patterns, and preferences aren’t one-size-fits-all. Shopping frequency plays an important role.

The study segmented shoppers into three distinct cohorts based on shopping frequency: regular, frequent, and power shoppers.

• Regular shoppers = 0–5 orders/month
• Frequent shoppers = 6–10 orders/month
• Power shoppers = 11+ orders/month

When segmented, the data shows that power shoppers represent the highest-impact delivery segment and have distinct expectations. They are less impressed by delivery factors like free shipping, package condition, and easy returns compared to regular and frequent shoppers. Power shopper loyalty is firmly rooted in reliability and flexibility—factors like on‑time arrival, delivery window selection, and supportive customer service.

Given that they are the smallest cohort but provide the greatest value to long-term revenue, it’s imperative that retailers appeal to their preferences.

The latest edition of the Bringg Delivery Experience Study details the last-mile successes and failures that dictate, and break, power shopper loyalty. It also provides actionable insight on how to tailor operations to them (without alienating the other cohorts). Explore a few of the biggest insights from the study below and access the full asset to discover even more.

Key data insights

• Delivery beats price. 81% of power shoppers will shop with a retailer again after a great delivery experience, even at a higher price. Regular shoppers are 22% less likely to do the same (59% total).
• Churn risk rises with value. 68% of power shoppers stopped buying from a brand after a delivery failure compared to just 42% of regular shoppers.
• White-glove installation is a premium differentiator. Half (50%) of power shoppers value setup or installation services, while only 28% of regular shoppers say the same, which makes white-glove service a loyalty lever, not a luxury.
• Timeliness isn’t negotiable, it’s expected. Late delivery is the #1 factor behind a poor delivery experience for all cohorts, but 47% of power shoppers say it’s their top concern compared to 36% of regular shoppers.
• Delivery isn’t an afterthought. More than half (53%) of power shoppers consider delivery before shopping, compared to 36% of regular shoppers; for affluent power shoppers (income over $150k/year), that jumps to 67%.
• Power shoppers account for only 15% of consumers but order 10 times more than regular shoppers.

Differences between shopper segments

Not all shoppers prioritize the same factors in a delivery experience. Some demand low costs while others value on-time arrival and white-glove installation much more. Shopping frequency is a major factor in what consumers care about in the last-mile.

Regular Shoppers (0–5 orders/month)

• Prioritize low or no-cost shipping, returns, and item condition over all else
• Speed is not a motivator; prefer 3–5 day standard delivery
• No demand for real-time updates
• Precision and flexibility are not priorities

Frequent Shoppers (6–10 orders/month)

• Value some flexibility, such as rescheduling, but don’t require full control
• Real-time tracking and reliable delivery windows are nice but, not essential
• Low-cost shipping still important, but experience starts to matter
• Will tolerate minor delivery hiccups but churn with repeated failures

Power Shoppers (11+ orders/month)

• Highly sensitive to precision, predictability, and post-purchase support
• Expect real-time tracking and proactive communication by default
• Flexible rescheduling and time-slot selection are loyalty drivers
• Price is less important than control and confidence

Affluent Power Shoppers ($150K+ and 11+/month)

• Demand exact ETA accuracy and control at every stage
• Delivery quality defines brand trust; precision failures trigger permanent abandonment
• Expect white-glove/installation for big-ticket items
• Most likely to reorder after great delivery—even when prices are higher

Read the full study, Power Shoppers Are the Biggest Loyalty Risk, to learn more.