While delivery speed matters, executives at Macy's, Ulta Beauty and other companies say reliability is more important to maintain and grow their customer bases. "If we tell you we're going to get something to you in three days, and every time we deliver in three days, you're going to keep coming back, right?" Vinny Pagliuca, Macy's director of supply chain sourcing and procurement, said during a panel at Home Delivery World 2026 last month.