In August 2026, Shopee launched delivery within four hours in regions of Greater São Paulo. Around the same time, Mercado Livre began same-day delivery, including Sundays, and Amazon launched a service promising essential items in 15 minutes, supported by Rappi 's logistics ( Exame , August 2026). Same-day delivery, previously restricted to a few products and addresses, has become an open battleground among the largest players in digital retail, at least in major cities.
The question that remains for the rest of the market is whether this has already become an obligation. The data points to a more subtle answer: consumers like speed, but rarely accept paying for it , and give up much more often due to expensive shipping than due to a lack of urgency.
On this page you will find:
What the numbers say about same-day delivery
- Same-day delivery is no longer the exception in capital cities: Shopee, Mercado Livre, and Amazon already operate with delivery times measured in hours, not days (Exame, August 2026).
- Speed is not the deciding factor for most people. 51% of consumers never pay more to receive faster service (CNDL/SPC Brasil, Multichannel Consumption 2025).
- Deadline exceeding expectations ruins sales: 85% have already abandoned a purchase due to a delivery time that did not meet their expectations (Octadesk and Opinion Box, E-commerce Trends 2026).
- Free shipping is more important than being in a hurry: 56% place free shipping at the top of their criteria for choosing an online store (CNDL/SPC Brasil).
- Shipping costs are currently the biggest reason for abandonment: 93% have abandoned a purchase due to shipping costs, the highest rate in the survey's historical series (Octadesk and Opinion Box).
The race for same-day delivery in capital cities.
The recent moves by major marketplaces leave no doubt about their direction. Shopee launched Turbo , promising delivery in up to four hours and with over 4 active stores, mostly in Greater São Paulo. Mercado Livre expanded same-day deliveries, including Sundays, and closed the first quarter of the year with 76% of orders delivered within 48 hours; for 2026, it announced R$ 57 billion in investments in Brazil and 14 new distribution centers. Amazon launched Amazon Now in March 2026, with deliveries of essentials in 15 minutes. Even Magalu is advancing in projects for one-hour delivery, using more than 1.300 physical stores as support points.
| Player | Fast delivery offer | Current reach |
|---|---|---|
| Shopee (Turbo) | Up to 4 hours | More than 4 stores, mostly in Greater São Paulo. |
| Mercado Livre | On the same day, including Sundays | 76% of orders within 48 hours in the first quarter of 2026. |
| Amazon (Now) | 15 minutes for essential items | Operation supported by Rappi |
| Magalu | Project delivered in 1 hour. | Over 1.300 stores serving as support points. |
What makes these timelines possible is density: many distribution centers, physical stores acting as mini-hubs, and products positioned close to the buyer. Outside of metropolitan areas, this infrastructure is still rare , which is why same-day delivery remains concentrated in capital cities and for some high-turnover items.
What the consumer really expects
Here, the data contradicts the most obvious interpretation. When CNDL and SPC Brasil asked about willingness to pay for speed, 51% responded that they never pay more to receive payment sooner . Another 37% sometimes pay more, and only 12% are truly willing to spend extra for speed . Speed is welcome, as long as it doesn't show up on the bill.
What really matters is cost and predictability . Free shipping tops the list of criteria for choosing a store, ahead of low price and ease of payment . According to research by Octadesk with Opinion Box , free delivery has ceased to be a differentiator and has become the starting point expected by the customer. And the delivery time matters less because of urgency and more because of consistency: 85% give up when the delivery time does not meet expectations, not necessarily because there is no option to receive it within hours.
Trust completes the picture. More than a third of consumers (38%) abandon their shopping cart when they realize that the available carrier does not inspire confidence . Clear tracking, on-time delivery, and transparent shipping influence conversion rates as much as the arrival date.
Same-day delivery has become mandatory? It depends on where and what you sell.
For a large marketplace operating in São Paulo, offering same-day delivery is almost a competitive requirement. For most online stores (especially those selling nationwide from one or two distribution centers), the obligation is different: meeting the promised deadline, offering affordable shipping, and communicating everything transparently.
The calculation helps to separate priority from vanity. Before investing in same-day delivery, it's worth looking at the cart abandonment rate and what drives it: if the reason is expensive shipping or confusing delivery times, no express service solves the root problem . Same-day delivery pays off as a differentiator where logistical density allows it, such as large urban centers, high-turnover items, and decentralized inventory. Otherwise, predictability is more important than speed.
The approach is usually gradual: start with realistic and met deadlines, offer shipping options (including pickup and collection points), and only then test same-day delivery where the volume justifies it.
Mapping out what your customer expects from delivery is the first step in transforming logistics into a competitive advantage, not a source of complaints. To further explore e-commerce operations and experience, it's worth checking out the other content on the e-Plus blog.
Frequently asked questions about same-day delivery
Is same-day delivery mandatory in e-commerce?
Same-day delivery is not yet mandatory for most stores. It has become a competitive standard among large marketplaces in capital cities, where there is logistical density. For digital retail in general, the real obligation is to meet the promised deadline, with affordable shipping and transparent information.
Does the consumer pay more for same-day delivery?
Generally, no. According to CNDL and SPC Brasil, 51% of consumers never pay extra for faster delivery, and only 12% accept an additional charge for speed. Speed is valued, but most expect it to be included in the price, without additional shipping costs.
What influences the purchase decision more: shipping cost or delivery speed?
Shipping costs are a major factor. Free shipping is the leading criterion for choosing an online store, and shipping costs are now the main reason for shopping cart abandonment, cited by 93% of consumers in a survey by Octadesk and Opinion Box. Speed is a differentiating factor, not a decisive one.
How can you offer same-day delivery without exceeding your budget?
Start with density: concentrate the same day in high-volume regions and on fast-moving items, using decentralized inventory, physical stores as support points, or local logistics partnerships. Outside these areas, prioritize realistic and met deadlines that sustain customer satisfaction without jeopardizing operations.
