In many online shops, Friday is one of the weakest sales days. One reason may be the way deliveries are fulfilled - if a customer sees that an order placed at the end of the week will not arrive until after the weekend, they often postpone the purchase until later, to the weekend, or more often until just after.

The importance of delivery time for purchasing decisions is confirmed by market data. According to the report “E-commerce in Poland 2025” prepared by Gemius, as many as 88% of respondents state that delivery within 12 hours would motivate them to shop online more often.

The Goodspeed logistics model is based precisely on shortening the time between ordering and delivery, as well as on predictable delivery hours. Deliveries carried out six days a week in a night-time model make it possible to deliver parcels the very next morning, including on Saturdays. As a result, shops can recover part of the sales potential at the end of the week.

Delivery time affects the moment of purchase

In Polish e-commerce, the largest volume of orders falls at the beginning of the week. A report prepared by IdoSell, “What an online shop should know about how customers shop online”, shows that sales clearly intensify on Mondays and Tuesdays, while the end of the week remains a relatively weaker shopping period.

- One of the factors that may affect the lower volume of orders on Fridays is delivery logistics. A customer placing an order at the end of the week often sees delivery information only after the weekend, so they postpone the purchasing decision. However, if they know the parcel will arrive the very next morning, they decide faster and some sales return to Friday. Of course, provided that this delivery does not involve additional charges - says Rafał Szcześniewski, Head of Sales at Goodspeed.

The option of next-day delivery changes the structure of the sales week in e-commerce. Some of the demand from the end of the week does not shift to Monday, but is still fulfilled on Friday. As a result, shops capture some of the sales that in a standard logistics model would only appear at the beginning of the following week.

In a model without weekend deliveries, this mechanism works the other way round - orders from the end of the week pile up after the weekend.

Monday’s logistics peak - and why not Friday?

At the beginning of the week, the number of orders in shop warehouses that require picking and preparation for dispatch rises sharply, and then very large batches of parcels are handed over to logistics operators within a short time. As a result, Monday becomes the day of the greatest operational load for both warehouses and courier companies.

- For many online shops, this means having to handle a very large number of orders in a short time. Such concentration of logistics work requires intensive planning of warehouse operations and courier departures - adds Rafał Szcześniewski.

The logistics model implemented by Goodspeed assumes deliveries six days a week, including Saturday deliveries, and is a standard operational service of the company rather than an additional one. Transport is carried out at night, and parcels are delivered directly to recipients’ doors the following morning. This makes it possible to fulfil some end-of-week orders before the weekend. At the same time, shops can shorten the time between order and delivery to as little as several hours.

In practice, this means that an order placed on Friday can reach the customer as early as Saturday morning. The prospect of such fast delivery means that the end of the week ceases to be a “dead zone” for shopping, and purchasing decisions do not have to be postponed until Monday.