Five customer complaints and how order-tracking software helps reduce them

Last update: 07.08.2025

In this blog:

1. Why addressing delivery complaints matters
2. Complaint 1: "My delivery is late" — How tracking builds trust
3. Complaint 2: "It turned up when I wasn’t home" — Empowering customers with flexibility
4. Complaint 3: "The package was damaged" — Protecting brand reputation
5. Complaint 4: "Your delivery options don’t suit me" — The value of choice
6. Complaint 5: "Where is it?!" — Reducing WISMO inquiries with proactive updates
7. Why nShift’s order tracking is a game-changer
8. Conclusion — deliver smarter, keep customers happier
9. Further reading: Reducing customer complaints FAQs

Why addressing delivery complaints matters

In the competitive world of ecommerce, customer satisfaction doesn’t end at checkout. The delivery experience can make or break the entire purchase journey. Studies show that 86% of consumers will leave a brand after just two negative customer-service experiences.[1] And when it comes to delivery, those bad experiences often come down to poor communication, lack of visibility, or inflexible logistics.

Retailers that fail to address the root causes of delivery complaints risk more than just one unhappy customer—they risk losing long-term loyalty and suffering public backlash through poor reviews and social media.

Ensuring you deliver on your promises and offering more delivery options is an important part of reducing complaints.

But so is ecommerce-delivery tracking. Sending relevant updates to customers or directing them to a branded parcel tracking page can cut the number of WISMO (“where is my order?” calls). Leaving these updates in the hands of the carrier company, means the retailer misses an opportunity to build their own brand with the customer.

Fortunately, modern order-tracking software can mitigate many of the most common complaints, transforming the post-purchase experience into a key competitive advantage.

According to our NEW guide "The five customer complaints that matter most – and how to avoid them", five of the most common complaints in online retail include:

Complaint 1: "My delivery is late" — How tracking builds trust

Shoppers will forgive the occasional delay so long as updates are clearly communicated. This requires good ecommerce delivery tracking, including last-mile delivery tracking. It’s important to send updates directly to the social channels that people use every day, rather than expecting shoppers to check an email or webpage. Ensuring that these updates reflect the look and feel of the retailer, creates another opportunity to build the brand.

Late deliveries remain one of the most frequent customer frustrations. While delays can occur due to weather, supply chain issues, or carrier problems, what truly frustrates customers is not the delay itself—it’s the lack of communication.

Without visibility, customers are left in the dark, wondering when their order will arrive. This leads to WISMO (Where Is My Order?) calls, which not only burden customer service teams but also erode trust in the brand.

How tracking software helps:

• Sends automated, branded updates at key delivery stages (dispatched, in transit, out for delivery, delivered).
• Provides customers with a real-time tracking link accessible from mobile or desktop.
• Enables businesses to proactively notify customers if delays occur, helping to manage expectations and reduce frustration.

Example: A customer orders a birthday gift three days before the party. Thanks to real-time tracking and proactive delay alerts, they know exactly when to expect the delivery and can make backup plans. Even though the item arrives a day late, the transparency creates understanding—not anger.

Complaint 2: "It turned up when I wasn’t home" — Empowering customers with flexibility

Waiting in all day for a delivery that doesn’t come is a common complaint. Many retailers send last-mile delivery updates via email, which often include the option of changing their delivery option. But gone are the days when people lived their digital life through their inbox.

Many ecommerce deliveries require someone to be present, especially for high-value or age-restricted items. A failed delivery attempt due to the recipient being unavailable is a missed opportunity—and a major annoyance.

How tracking software helps:

• Offers delivery window estimates so customers can plan their day.
• Integrates with carriers to provide last-mile updates and ETA adjustments.
• Supports dynamic rerouting options, like choosing a new delivery time or diverting to a nearby pickup point.

Example: A customer receives a text saying their parcel will arrive between 2–4 PM. They're able to click a link and reschedule for after 6 PM when they know they’ll be home. No missed delivery. No frustration.

Complaint 3: "The package was damaged" — Protecting brand reputation

An incorrect or damaged product will not only result in complaints and damage your reputation, it could also mean costly exchanges, refunds, or even compensation.

A damaged product isn’t just a logistical issue—it’s a brand credibility issue. When a customer receives a broken item, their trust in the company takes a hit, even if the damage occurred during transit. Worse, social media makes it easy for that one bad experience to reach thousands.

How tracking software helps:

• Integrates with warehouse and carrier systems to flag anomalies in the journey (e.g., long delays at a depot).
• Enables automated damage reporting flows for customers, speeding up resolution.
• Provides data insights to identify problematic carrier routes or fulfillment centers.

Example: A customer reports a dented package upon delivery. The system has already logged a delay at a sorting center where similar issues occurred. The retailer uses this data to open an investigation with the carrier and switches to a more reliable service for future shipments.

Complaint 4: "Your delivery options don’t suit me" — The value of choice

Around half of online shopping baskets are abandoned due to a lack of delivery options. Getting this wrong can be a silent killer for the business.

Today’s consumers expect personalized delivery options. A lack of flexibility—such as only offering home delivery during business hours—can turn an otherwise promising sale into an abandoned cart.

According to research, 45% of online shoppers abandon their carts due to unsatisfactory delivery options.

How tracking software helps:

• Connects with a wide network of carriers to offer standard, express, scheduled, click & collect, or pickup lockers.
• Lets retailers present live delivery estimates and costs during checkout.
• Allows for post-purchase changes, so customers can adapt delivery to their schedule.

Example: A shopper working a night shift can choose a pickup locker instead of home delivery. Another shopper selects same-day delivery for an urgent gift. These options boost satisfaction and reduce complaints.

Complaint 5: "Where is it?!" — Reducing WISMO inquiries with proactive updates

Shoppers want a tailored experience, driven by constant information flows and updates. For online retailers, WISMO (where is my order?) enquiries are the clearest express of the frustration that manifest when people don’t get the communications they want.

The phrase "Where is my order?" is more than just a question—it’s a sign that the post-purchase experience is broken. Customers should never have to chase down their order status.

How tracking software helps:

• Sends push notifications or emails at key milestones.
• Embeds branded tracking pages so customers stay engaged with your brand.
• Integrates with customer service tools to give agents fast access to order status and history.

Example: A shopper receives a branded email with their parcel’s status and a live tracking link. They stay informed throughout the journey without needing to contact support.

Why nShift’s order tracking is a game-changer

nShift provides an ecommerce order tracking solution that helps improve customer loyalty. It enables retailers to take control of customer communications, ensuring customers can follow orders from the moment they’re purchased to the moment they arrive at their preferred delivery destination. During the whole process, they are in direct contact with the retailer, creating opportunities to build the brand and remarket other products.

nShift empowers retailers to own the entire delivery experience. Instead of sending customers to third-party carrier sites, you can control every interaction—from order confirmation to delivery—with branded, proactive communication.

nShift benefits include:

• Access to over 1,000 carrier integrations for maximum flexibility.
• Customizable notification flows via email, SMS, and web to reflect your brand voice.
• Real-time insights and analytics to optimize performance and prevent future issues.

With nShift, logistics isn’t just operational—it’s strategic. Turn every delivery into a positive experience and drive long-term loyalty.

Conclusion — deliver smarter, keep customers happier

Order tracking isn’t just a convenience—it’s a critical tool for reducing complaints, improving loyalty, and protecting your brand. The most common complaints—late arrivals, missed deliveries, damaged packages, limited options, and poor communication—can all be solved or significantly reduced with modern tracking systems.

Our delivery management software can connect businesses to a network of over 1000 ready-made carrier connections. This makes it easier to offer a range of delivery options and compare performance between carrier companies.

By adopting a solution like nShift, retailers can elevate delivery from a backend function to a powerful customer experience touchpoint. Keep customers in the loop. Offer them control. Turn first-time buyers into loyal fans.

Further reading: Reducing customer complaints FAQs

Why does order tracking reduce customer complaints?

Order tracking cuts customer service time by 20–30%, as it reduces “Where is my order?” (WISMO) inquiries by keeping customers informed throughout the delivery journey.

How many customers abandon brands after poor service experiences?

A staggering 86% of consumers will abandon a brand after just two poor customer service experiences—proactive tracking can significantly improve satisfaction.

What are the most common delivery-related customer complaints?

The top delivery-related issues include late deliveries, missed drop-offs, damaged parcels, unsuitable delivery options, and lack of delivery updates. Tracking helps to mitigate all these frustrations.

How does standardized tracking data help reduce complaints?

Standardized tracking data enables AI chatbots to resolve up to 50% of delivery-related inquiries instantly, while streamlining carrier issue detection and improving support efficiency.

How does order tracking impact customer perception and trust?

Real-time tracking builds transparency, reduces anxiety, and improves customer trust—70% of consumers say tracking enhances their perception of a company, and support inquiries can drop by up to 30%.

How much do delivery-related complaints hurt brand reputation?

About 32% of shoppers report poor delivery speed or customer service, and over 20% will complain publicly on social media—one complaint can spread quickly without proper communication.

[1] https://emplifi.io/press/86-percent-consumers-will-leave-brand-after-two-poor-experiences