Moments that matter in delivery: Where growth is really won in 2025

Last update: 20.06.2025

In this blog:

1. Your friendly author
2. Delivery isn’t a transaction. It’s a decision point.
3. The three critical delivery touchpoints (that still aren’t getting the attention they deserve)
4. We’ve rebuilt tools to help… but this session is bigger than features.
5. Don't miss this recorded interactive webinar
6. Further reading: Ecommerce delivery FAQs

Your friendly author

Back in December 2024, I co-hosted a webinar exploring the trends shaping the year ahead in retail and logistics. We covered everything from tech investment to shifting consumer expectations, and one thing became clear: delivery is no longer a support function. It’s a brand experience.

Since then, I’ve spoken at several events across Europe and I keep hearing the same theme, no matter the market or sector: retailers are investing heavily in driving demand, but they’re still leaking value in the post-purchase experience. 

That’s why I’m stepping back into the webinar seat again. It’s time to zero in on the part of the journey that too often gets overlooked — the part that quietly defines customer loyalty and long-term growth.

Delivery isn’t a transaction. It’s a decision point.

From checkout to tracking to returns, delivery is filled with moments that matter. These touchpoints don’t just fulfill a sale — they shape how customers remember your brand.

Consider this:

• According to industry research, delivery experience is one of the top reasons customers choose to return — or not return — to a brand.
• A single WISMO call costs you €12 on average, based on customer service benchmarking data we’ve seen across multiple nShift clients
• 75% of consumers are more likely to buy again after a smooth returns experience (source: Narvar Returns Report)

Yet these areas are often underprioritized. Why? Because they’ve traditionally been seen as operations problems. But in reality, they’re growth levers hiding in plain sight.

The three critical delivery touchpoints (that still aren’t getting the attention they deserve)

In our upcoming session, we’ll break down three areas where brands consistently lose (or retain) customers.

And let’s be clear: these won’t surprise you. We’ve been talking about Checkout, Tracking, and Returns for years. Everyone has.

But what we’re seeing internally at nShift, through customer data, platform usage, and industry conversations, is that many businesses still haven’t optimized these areas to support growth.

Here’s why they matter now more than ever:

1. Checkout

Abandonment is still a top issue, and flexibility at checkout is one of the most powerful growth levers we’ve seen. Brands adding pick-up drop-off locations (PUDOs) or dynamic delivery options are seeing up to 5% uplift in revenue, and in some cases, a 15% increase in basket size.

We’re also seeing strong results from brands that use personalization and A/B testing to refine their checkout experience. When delivery meets expectation at the decision point, conversion improves - simple as that.

2. Tracking

“Where is my order?” isn’t going away, and neither is the cost that comes with it.

With WISMO calls amounting up to €12 each (as stated above), even a few thousand a year can quietly drain significant figures from your bottom line.

By using proactive, branded tracking updates, another customer reduced call volumes while increasing return website visits and saw a measurable lift in NPS and repeat purchases. The connection between good tracking and loyalty is real.

3. Returns

Returns don’t have to be a margin killer. In fact, when executed well, they protect loyalty and generate new revenue.

We’ve seen retailers reduce ineligible returns (and associated costs) by 10% with smarter eligibility rules, while others have driven 30% additional revenue just by enhancing the branded returns experience and triggering re-engagement.

We’ve rebuilt tools to help… but this session is bigger than features.

Yes, we’ve redesigned parts of our platform. From a new nShift Checkout experience with built-in A/B testing to more flexible rules and personalization, the tooling has improved dramatically. But this webinar isn’t a product walkthrough.

It’s about helping you reframe delivery as a driver of growth, and showing you how to act on that shift, whether you’re our customer or not.

Don't miss this recorded interactive webinar

This session isn’t about theory. It’s about solving real friction points, learning from fresh data, and showing you how to create delivery experiences your customers will remember (and come back for).

If you’re in e-commerce, operations, CX or growth, and you care about your post-purchase experience, this one’s for you.

Further reading: Ecommerce delivery FAQs

What is ecommerce delivery?

Ecommerce delivery refers to the process of transporting goods purchased online from the seller to the customer. It encompasses everything from order processing to shipment and final delivery. This process often includes various delivery options like standard, express, or same-day services to meet customer needs. Seamless ecommerce delivery ensures a positive customer experience by prioritizing reliability, speed, and transparency throughout the logistics chain.

How does ecommerce delivery work?

Ecommerce delivery starts with customers placing orders online, at which point orders are processed and prepared for shipment. The seller collaborates with carriers to transport items from warehouses or fulfillment centers to customer locations. Advanced tracking systems provide real-time updates on order status, keeping both businesses and customers informed. Successful ecommerce delivery relies on optimizing logistics, ensuring efficient and timely shipping while meeting diverse customer expectations.

How to improve ecommerce order delivery times?

Improving order delivery times involves streamlining fulfillment processes, such as by automating warehouse operations or leveraging multiple distribution centers. Offering delivery options like click-and-collect or localized drop-off points can reduce last-mile complexity and save time. Route optimization tools ensure deliveries are completed faster by minimizing transportation delays. Staying proactive with inventory management and aligning with reliable carriers also ensures smoother, more efficient deliveries.