At Dagne Dover, an online-only retailer of upscale handbags and totes, sales are growing fast, which means the demands on its fulfillment and shipping operations are increasing as well.

The e-retailer is doubling its business each quarter and co-founder Deepa Gandhi said in an interview late last year that revenue was on track grow up to 400% in 2017.

Dagne Dover offers free shipping and returns on its products, and standard free shipping can take five to seven days. However, 90% of orders are delivered in two to four days, which puts the retailer in the position of underpromising and overdelivering, she says.

When Internet Retailer surveyed consumers in late December about what matters to them when shopping online, 52.8% said free shipping was most important, 9.4% said fast shipping was their primary concern and 37.8% said free and fast shipping are equally important. The survey of 510 U.S. consumers was conducted by digital insights firm Toluna.

“We’ve heard from some customers that our delivery time is like Amazon Prime, and to deliver that kind of surprise and delight goes a long way on loyalty,” Gandhi says. “We use the delivery experience …

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