When did you last give serious thought to your delivery process and experience? For many, it still lives in the “back-office operations” box. This mindset is bleeding your business by costing you customers, loyalty, and growth.
Today, every untracked package, delayed delivery, or confusing returns process is more than an operational hiccup, it’s a dealbreaker. It’s a silent churn engine that erodes the very thing businesses are fighting to protect under mounting economic pressure: growth.
What used to be a routine handoff—box to doorstep—is now a moment of truth. Deliveries aren’t just logistics. They’re where brand promises are kept… or broken.
That’s the premise behind our latest report, Growth under pressure, where we explore how today’s smartest businesses are using delivery to win control of customer conversion, loyalty and cost. The strategies may surprise you—but the results speak for themselves.
So, let's dive into why delivery is a brand-defining moment. And for those forward-thinking enough to treat it that way? The rewards are game-changing.
Why deliveries are the new battleground for e-commerce
Consumers are buying less but expecting more. Our research reveals sharp shifts in consumer behavior:
- Only 1 in 4 shoppers feels confident about their finances, with most identifying as “value-seekers.”
- Nearly 48% of consumers admit brand loyalty holds less sway, opting instead for the best deals, convenience, or service.
Despite this caution, online spending continues. But here’s the kicker: that spending comes with heightened expectations for flawless shopping experiences.
The post-purchase experience, once considered purely functional, is now the moment your brand gets one more chance to delight, differentiate, and confirm value.
The question is: are you showing up where it matters most?
Deliveries are not ‘back office’ —they’re part of the whole experience
For decades, delivery was just logistics. Invisible to the customer, working quietly behind the scenes, and largely isolated from the rest of the brand experience.
But the world has changed. Today, deliveries are frontline CX—and customers are watching closely. This touchpoint now connects your brand directly to their doorstep.
Consider this:
- 78% of customers will switch brands if they don’t receive order updates.
- 85% of online shoppers would hesitate to reorder after a poor delivery experience.
Done right, delivery is the final touchpoint in your brand. Every update, every successful, on time arrival, every painless return communicates how much you prioritize yourcustomer.
The loyalty you’re losing but not tracking
Missed delivery windows, lack of shipping transparency, and clunky returns aren’t minor inconveniences; they're loyalty killers. Gen Z, in particular, is uncompromising:
- 85% of Gen Z shoppers will ditch a retailer who doesn’t meet their delivery expectations.
- They expect hyper-personalized, tech-enabled fulfilment experiences.
The takeaway? Deliveries aren’t a luxury for customer loyalty—they’re table stakes. If your delivery process frustrates even once, a competitor is one click away.
Turning delivery chaos into competitive advantage
Companies that have aligned logistics with customer experience are already winning. Here’s how:
- Enhancing transparency with powerful tracking
Tracking is an opportunity to engage your customer, build trust, and keep them informed every step of the way. Highlight shipment progress while reinforcing your commitment to reliability.
Companies like Hatstore saw delivery-related inquiries drop by 90% after adopting smarter tracking systems. That’s less friction, less frustration, and more time focused on growth.
- Using returns to build loyalty (and recover revenue)
Returns aren’t the enemy—they’re an opportunity to:
- Make exchanges easier than refunds to keep revenue in play.
- Use return data to spot repeat issues and improve future CX.
Smart return strategies create frictionless moments that increase repeat purchase likelihood, not just appease dissatisfaction.
- Offering the sustainable options customers want
Offering carbon-neutral delivery or tying shipping to social impact, turns logistics into a value-driven experience. Small signals like emissions tracking and greener delivery choices build affinity with eco-conscious buyers.
- Minimizing cart abandonment with better delivery choices
Shoppers are abandoning carts at alarming rates. Cart abandonment isn’t just about the price or UX issues—it’s often about shipping friction.
- No weekend delivery?
- No lockers or pickup points?
- No budget options for cost-conscious shoppers?
You’ve just lost the sale. Up to $18B in e-commerce revenue is projected to be lost globally in 2025 due to poor delivery options. But by tailoring options for your audience, you could boost conversions by up to 20%.
- Automating carrier management for cost control
Rising delivery costs are squeezing profit margins. And yet many retailers are flying blind.
Delivery management software helps you:
- Benchmark carrier costs and service
- Automate smart carrier allocation
- Free up operational teams from repetitive tasks
Retailers like Joutsen saved days of manual labor every month by switching to automated carrier selection via nShift.
Rethink deliveries to rethink growth
Deliveries are containers of brand promises. Every missed update chips away at trust. Every delay invites churn. Every unresolved pain point makes the next purchase less likely and gives your competitors an opening.
Want to own the doorstep experience? Our latest report, Growth Under Pressure, dives even deeper with insights, real-world strategies, and voices from across the industry. All statistics referenced in this article are cited and sourced in the full report.
