This blog series is adapted from nShift’s Fail-proof peak season report, designed to help retail and eCommerce leaders move from reactive problem-solving to disciplined planning and performance. Each article tackles one dimension of peak readiness, with practical insights you can put to work right away.
Read the previous article in this series: AI-powered logistics: Winning Black Friday with resilience
The checkout experience is the pivotal moment during peak season where a shopper's intent either converts to a sale or slips away. This blog provides an actionable guide for translating your logistical strengths into a frictionless customer experience.
Shoppers are no longer satisfied with vague promises. Instead of “2-3 business days,” display a clear, context-aware estimated delivery date (EDD). Your promise logic must dynamically factor in warehouse location, carrier schedules, holidays, and even real-time weather events. Displaying a countdown timer to the next order cutoff creates a sense of urgency and helps the shopper make a confident decision.
Customers now expect both control and intelligence. DHL’s 2025 global survey (24,000 shoppers) finds 7 in 10 want AI-supported shopping features (e.g., virtual try-ons, shopping assistants, voice search; 37% already buy by voice, 48% among social shoppers). At the same time, choice still decides conversion: 81% abandon if their preferred delivery option isn’t offered and 79% abandon if returns options miss expectations, while OOH is mainstream (Europe: 35% prefer OOH delivery; 79% return via lockers/shops). Offer both home and OOH, and use AI to make ETAs, alerts, and resolution smarter.[1] [2]
Shipping and hidden fees are the greatest checkout deterrents in Europe. Baymard research confirms that “extra costs too high” is the top reason for cart abandonment. The goal is to eliminate surprises. Communicate the total landed cost as early as possible, ideally on the product and cart pages. During checkout, show a detailed breakdown of all costs, including delivery, taxes, and customs.[3]
Cross-border compliance is not a burden; it is a powerful tool for building customer trust and securing a competitive edge. By moving compliance into the checkout process, you transform a potential obstacle into a seamless, reassuring experience. By applying IOSS logic for parcels under €150, you collect VAT at the point of sale, which eliminates the risk of a surprise customs charge for the customer upon delivery (IOSS). This ensures packages are cleared quickly by customs, avoiding costly and time-consuming hold-ups at the border.[4]
***
Read the next article in this series: Black Friday across Europe: Regional ecommerce insights
Or get the full report now to access every strategy in one place:
Fail-proof peak season: Practical delivery management insights to navigate complexity & risk
***
Peak season doesn’t reward those who just “hold it together.” It rewards those who build precise promises, resilient operations, and customer trust. At nShift, we help over 22,000 retailers and brands scale fast, stay resilient, and deliver exceptional experiences all year round. Book a demo to see how we can help you turn delivery into your biggest advantage this peak season.
Browse expert insights, stats, and resources curated to help you win peak season.
Get the insights
[1] https://dhl-freight-connections.com/en/trends/e-commerce-trends-report-2025/
[2] https://dhl-freight-connections.com/en/trends/e-commerce-trends-report-2025/
[3] https://baymard.com/lists/cart-abandonment-rate
[4] https://vat-one-stop-shop.ec.europa.eu/index_en