What Nordic retailers are getting right (and wrong) about delivery

Last update: 16.07.2025

In this blog:

1. Intro
2. Delivery drives customer loyalty
3. Common challenges facing Nordic retailers
4. Conclusion: Drive success by prioritizing post-purchase
5. Further reading: Delivery in the Nordics FAQs

Intro

On May 20–21, the nShift team attended eTail Nordic Connect 2025, where we have engaged with leaders in ecommerce, logistics, and omnichannel retail across the Nordic region. The event delivered valuable insights through direct meetings, discussions, and sessions focused on optimizing supply chains, delivery experiences, and customer journey.

Over the two days, we noticed recurring themes that highlight what retailers must address to enhance customer loyalty and operational efficiency. Here are our top takeaways.

Delivery drives customer loyalty

One of the clearest messages: delivery and post-purchase experiences are pivotal for customer retention. No longer just logistics, the delivery phase is a key brand interaction point. Customers expect speed, accuracy, and transparency - and when things go wrong, proactive updates can make all the difference.

Retailers investing in delivery systems that can manage the post purchase experience from checkout to tracking and delivery, and potentially return are seeing tangible benefits in loyalty and retention. In today’s competitive markets, flawless delivery execution is essential to customer experience.

Common challenges facing Nordic retailers

Through numerous discussions, several consistent pain points emerged that hindered retailers in delivering exceptional customer experiences. Here’s what we observed:

1. Delivery options at checkout

Retailers often fail to display a range of flexible delivery choices - same-day, weekend, or pickup options. 50% of online shopping baskets are abandoned due to a lack of delivery options.

When retailers connect to multiple carriers they are able to provide the delivery options in the online checkout, that their customers want. This helps provide the clarity customers expect and drives conversions.

2. Supply chain inefficiencies

Many retailers face operational delays due to outdated or fragmented supply chain systems.

Upgrading to integrated, real-time logistics and delivery management platforms is essential. Enterprise retailers need delivery management solutions that can integrate between e-commerce, WMS and ERP systems to avoid disconnected processes and lack of visibility. Additionally, an integrated and scalable system ensures retailers keep pace as volume fluctuates during peak and low season.

3. Communication gaps

A common issue among retailers was the inability to maintain clear communication with customers during the fulfillment and delivery stages. Questions like “Where is my shipment?” or “Why is my order delayed?” often go unanswered, leaving customers feeling neglected and frustrated.

Retailers must adopt proactive communication workflows, including real-time tracking and timely notifications to build trust with their customers. In addition, offering branded tracking and notifications only enhance the customers' trust.

Conclusion: Drive success by prioritizing post-purchase

It’s impressive to see the breadth of work going into brand building, loyalty programs, and retail media. But success doesn’t stop at the checkout. To keep earning customer loyalty, brands need to get the final mile right - from flexible delivery options and clear tracking to digital returns and an end-to-end branded delivery experience.

If the challenges in this blog resonate, nShift can help. We provide scalable, integrated tools that strengthen delivery operations and elevate the customer experience - from seamless carrier connections to post-purchase optimization. With nShift, you can take control of the full delivery journey and make it a driver of long-term loyalty. Contact us here.

The nShift team at eTail Nordic Connect 2025 having engaging discussions with top Nordic retailers.

Further reading: Delivery in the Nordics FAQs

What are Nordic retailers doing right when it comes to delivery?

Nordic retailers are doing well by offering fast and flexible delivery, clear communication, and good tracking options. These help improve the shopping experience and keep customers coming back.

What are common mistakes Nordic retailers make in delivery?

Some retailers don’t offer enough delivery choices, use systems that don’t work well together, and don’t keep customers updated about their orders.

Why is delivery a driver of customer loyalty?

When delivery is fast, on time, and well communicated, customers are more likely to trust the store and buy again. Poor delivery makes customers less likely to return.

How do flexible delivery options impact checkout conversion?

When customers can choose how and when they get their order, they are more likely to complete the purchase. Lack of choice can lead to cart abandonment.

What operational challenges hinder Nordic retailers’ supply chains?

Using old or separate systems makes it harder to manage deliveries. Retailers need tools that connect everything in real time to avoid delays and mistakes.

Why is proactive customer communication during delivery crucial?

Letting customers know when their order is shipped or delayed builds trust and reduces stress. It helps create a better shopping experience.

How can retailers improve their delivery performance?

Retailers can do better by working with more carriers, offering different delivery options, tracking shipments in one place, and making returns easier.

What makes a successful post-purchase experience?

A good experience after the purchase includes clear tracking, regular updates, delivery choices, and easy return options. This makes customers more satisfied.

What should retailers prioritize to maintain customer loyalty?

Retailers should focus on delivery. Fast shipping, clear updates, and simple returns help keep customers coming back more than ads or discounts.

How can delivery management tools support retailers?

These tools help stores choose the best carrier, manage deliveries, track packages, and give customers better service during and after shipping.

Author

Markus Michelson

Head of Nordic Business Growth

Markus Michelson brings a strong background in sales and business development, with a particular focus on supporting businesses operating in the Nordic markets. With experience at companies such as nShift and Unifaun, he has developed deep expertise in offering strategic insights that drive growth and strengthen market presence across the region. His skill set also includes supply chain coordination and customer service, enabling him to provide comprehensive support tailored to the unique demands of the Nordic business landscape.