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Differing factors persuade consumers to make initial and repeat purchases from direct-to-consumer retailers and online brands.

Thirty-two percent of consumers say product quality is the top reason they initially purchase from a brand, while 29% cite product exclusivity, according to a survey from e-commerce solutions provider Radial.  However, delivery speed (72%), product availability (66%), and easy or free returns (63%) are now the most influential factors in consumers’ decision-making process when it comes to conversion and long-term loyalty.

Only 25% of respondents told Radial they believed personalization was “very important,” and 38% referenced brand values, suggesting that execution, not just intention, keeps customers returning.

When it comes to what factors prevent customer loyalty, Radial 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%). 

Gen Z (35%) and millennials (33%) are most frustrated with delivery delays and lack of communication. Meanwhile, nearly two-thirds (62%) of all consumers surveyed said they would lose trust in a brand if product quality declined or post-purchase execution fell short.

[READ MORE: Survey: Millennial e-commerce habits include…]

“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 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.