Signed, sealed not delivered: How delivery headaches are dampening ecommerce

There seems to be more and more vocal disappointment surrounding the failed delivery of online orders: packages labelled fragile that still end up broken, parcels left out in the rain and urgent orders arriving late or never.

While the customer’s experience of such events traditionally resulted in a casual call of “I’ll never shop there again”, delivery frustrations are now reaching far wider audiences thanks to social media, resulting in widespread criticism for brands.

Whether these delivery headaches have become more amplified, or are simply more commonplace, they’re a great concern for the general public and a highly relatable frustration.

In the UK, an October 2024 report from telecoms and postal regulator Ofcom, found that although 78 percent of parcel recipients are satisfied with delivery companies, 67 percent have experienced a problem during the last six months. The most common problems were reported as delivery delays (27 percent), parcels being left in an inappropriate place (23 percent), delivery drivers not knocking loudly enough (20 percent) and not being given enough time to answer the door (19 percent).

Prior to that, in August 2024, the team here at UserTesting surveyed 200 UK shoppers and we found that perceptions of delivery companies were poor, with a notable 43 percent of respondents having had a parcel lost or damaged in the last year.

Similarly, research from the UK's Citizens Advice body found one in three people in the UK had experienced problems with delivery services. Even when parcels do arrive, a report found that 40 percent of retailers fail to meet their advertised times. 

For retailers, a customer’s impression of your brand doesn’t get put on hold when their parcel is in transit. Like it or not, the experience they receive from delivery providers inherently impacts their perception of their overall shopping experience, and whether or not they would purchase from you again.

So why does the delivery experience seem to fall short of customer expectations, and how can this gap be bridged? 

Customer frustration with delivery experiences

When people first shopped online, expectations were moderate: it wasn't unusual for a product to take weeks to arrive, and ecommerce was the domain of niche purchases you couldn’t easily find in brick-and-mortar shops, rather than urgent purchases.

Then came the boom of next day delivery, and more recently, same-day delivery by Amazon.  More and more businesses had to provide speedy delivery options to compete, and shoppers began to take fast delivery of their online orders as a given. Amazon’s convenience has become the norm for many shoppers.

What was once the expected time for delivery is now a disappointment and a customer's bad experience is no longer just with them. Thanks to the effectiveness of voicing complaints on social media, and the press’ desire to pick up on stories that resonate with the public, these delivery stories can become much bigger bad news for brands.

How working with trusted delivery companies can influence online sales

For ecommerce brands, selecting trusted and reliable shipping partners is essential to a great customer experience and repeat business. Choosing the wrong partner to handle the delivery stages of your customer experience risks not only angry customers but also wasted product and admin time to help address lost or broken orders.

The UserTesting survey found that a notable 68 percent of shoppers associate the delivery experience they receive with the retailer they’re purchasing the product from. While it may be easy to dismiss this stage of your customer experience as outside of your control, the results from the study clearly show the impact it has on your brand's perception.

This makes delivery an essential consideration when optimizing your customer journey, with a majority (71 percent) of respondents surveyed saying they would be likely or somewhat likely to avoid a business if they’ve had previous issues with the delivery company the retailer uses!

Careful vetting and consideration of your delivery partners, and working with legitimate and trusted companies, can keep online sales from falling short and keep customers happy, benefiting the business.

Regaining customer trust in delivery experiences

While shoppers may feel a lack of trust in the current state of deliveries, there is still an opportunity to change.

This can be achieved by transparent communication from retailers once a customer places an order, including clear methods of tracking a parcel while en route and providing regular updates to put shoppers at ease. 

By selecting a trusted delivery partner, brands can also ensure they follow through on their promised delivery days, deliver packages unscathed and remain transparent about delivery slots to avoid inconvenience.

If something goes wrong, being easily contactable and providing next-level customer service goes a long way to redeeming customer faith. Being able to speak to a representative who can give you details and advice can help greatly with feelings of uncertainty.

Empowering your customer service team to be generous with frustrated customers, offering a sympathetic ear alongside discounts, refunds or re-shipping their orders can pay off tenfold, transforming a negative experience into a lasting positive impression of your brand that translates into loyalty.

With the right approach, delivery headaches can become a thing of the past: much to the delight of both customers and retailers.