Barlow was apprehensive about releasing the track, but due to contractual obligations he had to release it. The song became Barlow's second consecutive number-one release on the UK Singles Chart, following "Forever Love", and was certified silver by the British Phonographic Industry (BPI). It also reached number one in Spain and the top ten in Denmark, Ireland, Italy, and Taiwan. A music video for the song was directed by Rocky Schenck and showed Barlow singing "Love Won't Wait" across different locations. He also performed the song at the 1997 pre-Grammy Award party, where his performance was negatively received.