Owning the post-purchase journey: How delivery experience builds (or breaks) e-commerce trust

When I order something online, I don’t care if the delay is the carrier’s fault. I hold the retailer responsible for getting my purchase to me on time. And I’m not alone. Across Europe, shoppers now expect retailers to own the post-purchase experience from start to finish. If something goes wrong - late delivery, no updates, hassle with returns - the customer blames the brand.

Here are five key insights (with data to back them up) on why the post-purchase period is so critical. These insights show how post-purchase experience, proactive delivery communication, and honest fulfillment practices directly impact e-commerce trust, last-mile logistics success, and ultimately customer retention. The goal is to highlight what we retailers need to do to keep customers happy and loyal in 2026 and beyond.

1. Why customers blame retailers for delivery problems

One hard truth is that customers hold retailers accountable for delivery performance. The delivery might be handled by a carrier, but if it’s late or lost, it’s the retailer’s reputation on the line. Recent surveys confirm this shift: in 2022, most shoppers blamed the shipping provider for delivery mishaps, but by 2025 that changed dramatically: only 39% blame the carrier now, with the majority pointing the finger at the merchant. In short, a delivery foul-up feels like a retailer foul-up. It doesn’t stop at blame; it affects future sales. 84% of shoppers say they’d stop buying from a retailer after just one poor delivery experience. That’s nearly a one-strike-and-you’re-out policy from customers. They have high expectations set by e-commerce giants (the “Amazon effect” – 88% say Amazon has raised their expectations for delivery speed) and expect every retailer, big or small, to meet those standards.

This insight is a wake-up call: in the customer’s eyes, the last-mile delivery experience is absolutely our responsibility. We can’t just hand a package to a carrier and wash our hands of it. If something goes wrong, we own it. Every delayed shipment, missed parcel, or damaged box reflects on our brand. Retailers that recognize this are investing more in delivery management and customer communication to ensure a reliable end-to-end service. Those that don’t are risking hard-won customers over issues that might technically be “out of their control” - because to customers, it’s all under the retailer’s control.

2. How to reduce anxiety and WISMO with proactive delivery communication

Have you ever ordered online and then heard nothing for days? That silence between checkout and delivery is exactly where customer trust can erode. Shoppers crave transparency and updates after they click “Buy.” If they’re left in the dark, anxiety creeps in and so does regret. In fact, two-thirds of online consumers feel a surge of anxiety post-purchase, wondering if everything is on track. It’s the retailers’ job to replace that uncertainty with reassurance.

If a package is delayed and you don’t inform the customer, nearly 70% of shoppers say they’d be less likely to shop with you again. That’s a huge hit to loyalty, all because of a lack of communication. It’s not the delay itself, it’s the silence that does the damage.

Conversely, keeping customers in the loop can massively boost confidence. Research shows that proactive communication (sending shipping updates and delay notices) cuts customer complaints by 40% and increases customer satisfaction by 85%.

I’ve seen this first-hand: when retailers send a heads-up (“Hey, your delivery is running a day late due to a storm, we’re on it”), most customers are quite understanding. One retail business that started sending real-time delay alerts saw a 50% drop in “Where is my order?” calls almost immediately. People just want to know; even bad news is better than radio silence.

Operationally, proactive delivery communication is a no-brainer. “Where is my order?” (WISMO) inquiries often make up 50% of e-commerce customer service calls, each costing about $5 on average to handle. By providing a clear tracking page and timely notifications, you deflect a big chunk of those repetitive contacts. Customers prefer to self-serve when they can easily see where their package is. In fact, 47% of consumers will avoid ordering again from a retailer if they sense a lack of visibility during delivery.

The takeaway is simple: keep your customers informed before they ask. Send that tracking number, update it frequently, and notify immediately of any exceptions. It’s not pestering – it’s building trust through transparency. Nearly four in ten shoppers say frequent tracking updates directly reduce their post-purchase anxiety. When customers feel informed and in control, they associate those good feelings with your brand. It’s good customer experience and good psychology. Uncertainty breeds anxiety; information breeds trust. In practical terms, that means fewer panicked emails, fewer angry calls, and more customers who feel confident buying from you again.

3. Why taking ownership of delivery issues protects your brand

We know customers blame retailers for delivery issues; now let’s look at the fallout if we don’t actively manage those issues. Imagine a scenario: a courier misroutes a package or a delivery truck breaks down, and the shipment is late. If the retailer stays passive, hoping the customer will understand it’s “the carrier’s fault,” they’re in for a rude awakening. Customers will still hold us accountable and may even unleash their frustration publicly. A survey by Loqate found that 41% of consumers place the blame on retailers for late deliveries, and one in ten will post a negative review on social media about a poor delivery experience. And 93% of consumers read online reviews before buying, so a few bad tweets or Trustpilot rants about your delivery can scare off a lot of potential customers.

The only way to avoid this fallout is to take ownership of delivery problems even when they originate with a carrier. That means being proactive and transparent when things go wrong. If a package is running late, reach out to the customer before they have to ask, acknowledge the issue, and tell them what you’re doing about it. If a carrier loses a parcel, contact the customer with an apology and a solution (refund or resend) rather than directing them to the carrier’s 1-800 number. You have to be your customer’s advocate in the delivery chain. Otherwise, from their point of view, you’ve hung them out to dry.

Shoppers can forgive hiccups if they see the retailer making an honest effort to set things right. But if the retailer’s response is silence or finger-pointing (“It’s the courier’s problem, not ours”), trust is shattered. Remember, by 2025 the blame has squarely shifted to merchants. So if you’re not clearly owning the issue, you’re effectively owning the blame.

Deliveries will have issues; how you handle them defines your brand. Retailers who communicate delays or problems with empathy and solutions can even turn a bad situation around. On the flip side, retailers who stay quiet risk not only losing that sale but also getting a scathing review and a lost lifetime customer. The cost of a delivery snafu isn’t just the immediate refund or reship; it’s the hit to your brand reputation and future revenue. And in an era when just three negative reviews can drive away 60% of potential customers, none of us can afford that.

Bottom line: take charge of the delivery narrative. If the last mile goes off track, lead from the front in fixing it. Customers will reward you with continued trust (and business) if they see you standing behind your promises, even when external partners falter.

4. How broken delivery promises affect repeat business

Nothing breaks a shopper’s trust faster than a misaligned delivery promise. This happens when we promise one thing (“Guaranteed next-day delivery!” or “Item will arrive by Friday”) and reality doesn’t match. Maybe our systems were too optimistic, or a warehouse delay threw off the schedule. Regardless of the cause, when delivery expectations aren’t met, trust is the casualty.

We must be very careful about the delivery dates and speeds we advertise, because customers do remember those promises. If you offer “2-day delivery” at checkout and the package shows up in 4 days, that customer feels lied to. Only 7% of U.K. consumers believe retailers always meet their fast delivery promises, which means there’s a massive trust gap – and frankly, it’s justified. A 2024 study of major UK retailers found nearly 40% failed to meet their advertised delivery times. So almost half the time, the promise made on the product page or checkout isn’t kept. Imagine any other situation: if 40% of the time you didn’t get what was promised (a hotel, a meal, etc.), you’d stop trusting those providers too.

For customers, a broken delivery promise isn’t a minor inconvenience; it’s a breach of trust. They think, “If you misled me about shipping, what else might you be unreliable about?” It casts a shadow on the whole transaction and makes them question buying from you again. The data bears this out: after even a single late delivery, 60% of young shoppers (age 18–29) say they won’t purchase from that retailer again. Younger consumers, in particular, have been conditioned by ultra-fast, precise delivery services: they simply won’t tolerate a brand that overpromises and underdelivers. Older shoppers might be a bit more forgiving, but not by much. Overall, upwards of 85% of consumers say that an “unacceptable delivery experience” (late, slow, or inaccurate) would strongly affect their decision to order from that company again. There goes your repeat business.

Delivery timing also influences purchase decisions upfront. Shoppers do check those estimated delivery dates (EDDs) before clicking buy. 73% of consumers say the availability of a clear delivery date influences whether they place an order, and if no date is shown, 40% won’t place the order. Not providing a concrete delivery estimate can cost you nearly half of potential sales right at the start. Customers would rather abandon their basket than roll the dice on an unknown delivery timeline – that’s how much delivery transparency matters.

The lesson for retailers is twofold: set realistic delivery expectations and keep your promises. If in doubt, err on the side of caution with delivery estimates. It’s better to pleasantly surprise a customer with an early arrival than disappoint them with a late one. And if delays do happen, update the customer and adjust expectations as soon as possible (tying back to proactive communication). Transparency goes a long way toward repairing trust: 46% of shoppers say that when an issue occurs, they want an honest explanation and a real-time update about it. On the flip side, nothing will save the relationship if the customer feels the delivery promise was a bait-and-switch. Reliability in fulfillment is foundational to e-commerce trust – get that right, and you earn customers’ confidence. Get it wrong, and no amount of marketing spend will easily win them back.

5. How delivery options and returns impact customer loyalty

It’s easy to focus on the sale and the shipment, but what happens after delivery (and how the delivery happens) has a huge impact on how your brand is perceived. The post-purchase experience encompasses everything from how the customer receives the product (home delivery, click-and-collect, locker pickup) to what happens if they need to return or exchange it. These “after-sale” moments are make-or-break for customer retention and loyalty. Retailers that make this experience smooth and convenient become beloved; those that don’t risk becoming one-hit wonders.

Consider delivery options. In many European markets, consumers have strong preferences for how they get their goods, and catering to those preferences boosts satisfaction. In the Nordics, for example, many shoppers prefer collecting orders at pickup locations or parcel lockers over doorstep delivery. 45% of Danish consumers favor delivery to a service point, and 37% of Finns prefer parcel lockers. Furthermore, 77% of Nordic online shoppers say that the ability to choose a specific pickup location is the single most important factor when deciding where to shop. That’s right – offering a convenient pickup or click-and-collect option can sway a customer’s choice of retailer. If your e-commerce business in, say, Sweden or Germany doesn’t provide local pickup/drop-off flexibility (and competitors do), you might be turning away a large segment of customers who prioritize that convenience.

Returns are the other big post-purchase touchpoint. No retailer loves returns, but consumers judge us heavily on how we handle them. A return isn’t just a reverse transaction; it’s a critical interaction that determines whether the customer will shop with us again. Here’s a striking stat: 90% of shoppers check a retailer’s return policy before making a purchase, and 76% say if they have a poor returns experience, they won’t buy from that retailer again. So a clunky, expensive, or slow return process can directly choke off future sales. On the flip side, a hassle-free returns process (clear policy, easy printless labels or QR codes, local drop-off points, fast refunds or exchanges) can actually save the relationship. I often say “returns are retention.” Handle a customer’s return like a pro, and they’ll remember that service positively, even if the product didn’t work out.

There’s even an opportunity to convert returns into exchanges or new sales if done right. Consider this: U.K. shoppers currently exchange only about 5.8% of returns for another item, whereas in the U.S. about 17% of returns turn into exchanges.

Culturally, British consumers default to refunds, but that’s starting to change as retailers introduce smoother exchange processes (like instant exchanges, store credit bonuses, etc.). If we nudge that 5.8% up even a few points, that’s revenue saved that would have otherwise walked out the door. It’s a win-win: the customer gets a product they’re happier with (a different size or model), and the retailer keeps the sale.

Achieving this requires a returns portal or policy that actively offers exchanges and makes them just as easy as refunds. Some leading brands are doing things like offering a small coupon bonus for choosing an exchange or providing real-time inventory for swap options – tactics to encourage customers to stick with the brand rather than take their money back and run.

Ultimately, the post-purchase experience is a direct reflection of your brand’s values. If you provide proactive communication, convenient delivery choices, and painless returns, you’re sending a clear message: “We care about you even after we’ve got your money.” Customers notice that and reward it with loyalty. If instead the customer hears crickets after purchase, has no flexibility in delivery, and then struggles with a convoluted returns process, the message flips to: “Once we’ve sold the item, you’re on your own.” No retailer wants to send that message, but sometimes internal silos unintentionally do. As we head into 2026, focusing on these post-purchase elements isn’t optional – it’s a competitive necessity. Whether you operate in the BeNeLux (where cross-border sales are common and return logistics must be crystal-clear) or in Germany (where on-time fulfillment is practically a cultural expectation), investing in the post-purchase journey pays off in stronger brand perception and repeat customers.

Key post-purchase tips:

Offer multiple delivery options (home, locker, store pickup) to fit local preferences.

• Create a branded tracking page or app so customers engage with your brand during the wait (instead of the carrier’s site).

• Follow up after delivery to ensure everything went well.

• Turn returns into an opportunity to impress (fast turnaround, or even a personalized note in the return package).

These are the things shoppers remember – and the things that keep them coming back.

My takeaway: Make post-purchase your priority

As European e-commerce leaders, we need to internalize that the customer journey doesn’t end at checkout – it’s only just begun. Each of the insights above points to a simple but profound truth: how you deliver is just as important as what you deliver. Retailers who take charge of the post-purchase experience – owning the delivery process, communicating proactively, aligning promises with reality, and optimizing those after-sale touchpoints like returns – are the ones building lasting trust and loyalty. Those that don’t are seeing customers slip away to competitors who do a better job in that “last mile” and beyond.

The good news is that improvements here pay off quickly. Communicating more doesn’t cost much, but it can slash support costs and boost satisfaction (remember that 85% uptick in CSAT with proactive updates!). Tightening up delivery estimates and being transparent can directly increase conversion rates. And making returns easier to navigate can turn a would-be one-time buyer into a loyal repeat customer. In short, investing in post-purchase experience is investing in customer retention.

Here’s the action-oriented takeaway: step into your customer’s shoes after they click “Buy.” Map out every touchpoint – the confirmation email, the tracking page, the delivery event, the unboxing, the potential return – and ask, “Is this experience building trust or eroding it?” Where you see silence, add communication. Where you see friction, add convenience. Where you see ambiguity, add transparency. Do this, and you transform delivery and returns from mere operational necessities into competitive advantages.

Retailers in Europe and beyond: the opportunity is here to differentiate on service. Don’t let your brand be tarnished by avoidable delivery letdowns or poor follow-through. Make ownership of the post-purchase journey part of your brand promise.

When customers know they can trust you not just to sell them a product, but to deliver it reliably and support them afterward, you’ve won a fan for life. And in a market as dynamic and demanding as e-commerce, that loyalty is the most valuable currency there is.