As the adoption and popularity of rapid deliveries rises among shoppers, there’s a growing gap between consumer demand for fast fulfilment and the number of retailers offering on-demand options, according to research by Uber Direct and Retail Economics.

Original research of over 2,000 UK consumers and 200 retailers in the On-Demand Delivery Revolution report found that 40% of consumers had used rapid delivery services in the last 12 months, indicating widespread shopper adoption. On-demand delivery was even more established among Gen Z cohorts, with two thirds (66%) using fast fulfilment in the past year.

While grocery has traditionally led the way in quick-commerce (q-commerce), shopper adoption for rapid delivery in non-food categories is also growing; two thirds of consumers now want fast fulfilment options for flowers, DIY and gardening items, according to the report.

Just last month, luxury retailer, Fortnum & Mason, launched its q-commerce service, offering 24/7 on-demand delivery in partnership with Zapp, while Need It For Tonight (NIFT), the ‘Deliveroo of fashion’, works with apparel boutiques to provide 90-minute online clothing deliveries. According to NIFT‘s Co-Founder, Simone Oloman, it’s about more than just fast delivery but also about online discovery. Speaking at the Retail Technology Show Press Day, she said, “we see ourselves as a digital extension of those brands… we’re not just logistics, people come to us for brand discovery and curation as well.”

Yet, the Uber Direct report revealed that just 22% of retailers currently offer on-demand delivery options, with cost (44%), operational strain (40%) and infrastructure challenges (39%) among the barriers to deployment for the retailers polled.

“There are many retail categories where one or two-day delivery windows are no longer enough to satisfy customers,” Richard Lim, CEO of Retail Economics, said. “Consumers increasingly want goods in their hands within minutes of buying online.” Uber Direct’s Retail Development Lead, Mia Yamaguchi, pointed to the “enormous potential for brands” to capitalise on rapid delivery demand, adding “there’s a real opportunity for retailers to win over customers, boost sales and maintain loyalty.”