Shoppers who buy shoes online are a fairly demanding consumer cohort.

According to an AlixPartners 2025 U.S. Consumer and Executive Home Delivery survey, 30 percent of consumers will shop elsewhere if expectations for free shipping aren’t met — and is among the top categories with the highest risk.

The study found that 34 percent of sales are at risk if free shipping preferences aren’t met. That’s up from a 24 percent risk level in 2024. The sporting goods category has the highest risk at 40 percent. Apparel is lower at 31 percent.

The survey also found that nearly half of executives said the four or five day delivery goals that are typical with their free shipping initiatives lag behind consumer expectations of 3.5 days or less. And 35 percent of online shoppers either have a preference for — or expect — waived or credited shipping costs in case of a late delivery, versus 27 percent last year.

Consumers are also willing to pay extra — an amount less than $5 up to $9.99 appears to be the sweet spot — for same-day delivery for groceries and medical supplies, but 34 percent said they would not pay extra for same-day delivery for apparel and footwear purchases.

But 42 percent of shoe shoppers and 40 percent of apparel buyers also expressed a willingness to accept shipping times greater than 7 days. And as for where consumers want to shop, 47 percent preferred buying online and having the purchase delivered. That’s compared with 42 percent who said shopping in store was preferred, and 11 percent of respondents that said their primary method was to shop online and pick-up in a store. In contrast, 47 percent of apparel shoppers also preferred to shop online and have the order shipped.

Data points from 2014 to 2025 indicate that online purchases of apparel and footwear have dropped 4 percent, with 77 percent of shoppers noting that the offer of free shipping greatly impacts their purchase decision. In 2014, 69 percent shared the same sentiment.

The survey also found that apparel purchases were returned most often, at 42 percent, up from 36 percent in 2024, followed by footwear at 14 percent, up slightly from 13 percent a year ago.

And as for tariffs, 66 percent said they would shift to a domestic competitor offering similar items if a retailer shipping from overseas increased prices by 10 percent due to the higher duty rates. Thirty-four percent said they have delayed purchases online until there’s more certainty around tariff costs, and 28 percent said they ordered earlier than planned to avoid extra tariff-related costs.

Twenty percent said they are “consciously” buying more “Made in the USA” goods and 26 percent indicated no impact on their online shopping purchases.

However, shopping online is not exactly helpful to a retailer’s bottom line. Seventy-six percent of executives said their delivery cost on a per-package basis as gone up, and 72 percent said home delivery has not been accretive to profitability versus in-store transactions. Twenty-seven percent of executives said home delivery is dilutive to profitability, up from 17 percent in 2024. To address the issue, 2 out of 3 executives, or 66 percent, said a minimum order value is required for free shipping, while 15 percent said both a minimum order value and membership are required. In addition, 48 percent increased the minimum free shipping spend requirement in the last 12 months.