By Nermeen Nabil 
How Online Retailers Are Losing Customers
In the fast-paced world of e-commerce, customer expectations are constantly evolving. One area where these expectations have skyrocketed is in shipping and delivery. Today’s consumers demand transparency, accuracy, and regular updates throughout the shipping process. Unfortunately, many online retailers are falling short in this crucial aspect of the customer experience, leading to lost sales, decreased customer loyalty, and damaged reputations. Let’s delve into how inaccurate Estimated Delivery Dates (EDDs) and lack of shipping updates are costing retailers dearly, and what can be done to address this growing problem.
The Importance of Accurate Estimated Delivery Dates
Estimated Delivery Dates play a pivotal role in the online shopping experience. They influence purchasing decisions, set customer expectations, and can be the deciding factor between choosing one retailer over another. Here’s why EDDs are so crucial:
1. Influence on Purchase Decisions
Studies have shown that shipping information, including delivery dates, is one of the top factors consumers consider when making an online purchase. In fact, a survey by Convey found that 98% of consumers say that shipping impacts their brand loyalty, with 70% stating they are unlikely to return after a poor delivery experience.
When EDDs are inaccurate or unavailable, potential customers may abandon their carts or choose a competitor who provides clearer shipping information. This immediate loss of sales is just the tip of the iceberg when it comes to the cost of poor shipping estimates.
2. Setting Customer Expectations
Accurate EDDs set proper expectations for customers. When a customer knows exactly when to expect their package, they can plan accordingly. This might mean ensuring someone is home to receive the package, scheduling time to set up a new product, or simply looking forward to the arrival of their purchase.
When these expectations are not met due to inaccurate EDDs, it leads to frustration and disappointment, tarnishing the overall shopping experience.
3.Trust and Credibility
Consistently accurate EDDs build trust and credibility for your brand. Customers come to rely on your shipping estimates, which in turn fosters loyalty and repeat business. On the flip side, repeatedly missing promised delivery dates erodes trust and can drive customers to seek more reliable alternatives.
The Consequences of Inaccurate EDDs
The repercussions of providing inaccurate Estimated Delivery Dates extend far beyond a single lost sale. Let’s explore the cascading effects:
1. Increased Customer Service Inquiries
When packages don’t arrive as expected, customers naturally reach out for updates. This leads to a surge in “Where is my order?” (WISMO) inquiries, putting strain on customer service resources. According to a report by Narvar, 49% of shoppers contact customer service for delivery updates at least 10% of the time.
This increased workload not only drives up operational costs but can also lead to longer wait times and potentially subpar service for other customer issues.
2. Negative Reviews and Word-of-Mouth
93% of consumers say online reviews impact their purchasing decisions (Podium)
Negative reviews convince 94% of consumers to avoid a business (ReviewTrackers)
3. Long-term Customer Value Loss
Perhaps the most significant consequence of inaccurate EDDs is the loss of long-term customer value. When customers have a poor shipping experience, they’re less likely to return for future purchases. Considering that acquiring a new customer can cost five times more than retaining an existing one, the financial impact of customer churn due to shipping issues can be enormous.
4. Brand Reputation Damage
Consistently missing delivery estimates can lead to a broader reputation for unreliability. This reputation can be difficult and costly to shake off, potentially impacting partnerships, investor relations, and even employee morale.
The Importance of Shipping Updates
While accurate EDDs are crucial, they’re only part of the equation. Regular, proactive shipping updates are equally important in maintaining customer satisfaction. Here’s why:
1. Reducing Anxiety and WISMO Inquiries
Regular updates keep customers informed and reduce anxiety about their purchases. When customers can easily track their packages, they’re less likely to contact customer service for updates, reducing operational costs and freeing up resources.
2. Enhancing the Customer Experience
Proactive communication about shipping status makes customers feel valued and kept in the loop. This positive experience can turn a simple transaction into a memorable interaction with your brand.
3. Managing Expectations in Real-time
Even with the most accurate initial EDDs, unforeseen circumstances can cause delays. Timely updates allow you to manage customer expectations in real-time, potentially turning a negative situation into a positive demonstration of your commitment to customer service.
4. Providing Valuable Data
Regular shipping updates don’t just benefit customers; they also provide retailers with valuable data. This information can help identify recurring issues in the supply chain, allowing for continuous improvement of the shipping process.
The Root Causes of Inaccurate EDDs and Lack of Updates
Understanding why retailers struggle with providing accurate EDDs and timely updates is crucial to addressing the problem. Some common causes include:
1. Reliance on Static Shipping Tables
Many retailers still rely on outdated, static shipping tables that don’t account for real-time factors like inventory location, carrier capacity, or seasonal variations
2. Poor Integration with Carriers
Lack of robust integration with shipping carriers can lead to delays in receiving and relaying tracking information to customers.
3. Inadequate Technology Infrastructure
Some retailers simply lack the technological infrastructure to accurately calculate EDDs and provide real-time updates across multiple carriers and fulfillment centers.
4. Failure to Account for All Variables
Accurate EDDs require consideration of numerous variables, including inventory location, processing time, carrier transit times, and potential customs delays for international shipments. Failing to account for all these factors leads to inaccurate estimates.
5. Lack of Proactive Communication Strategies
Even when delays occur, many retailers fail to proactively communicate with customers, missing an opportunity to manage expectations and demonstrate good customer service.
The Solution: Advanced Shipping Estimate Technology
To address these challenges and meet evolving customer expectations, retailers need to invest in advanced shipping estimate technology. This is where solutions like Fenix Commerce come into play. Here’s how advanced technology can help:
1. Real-time EDD Calculation
Advanced systems can calculate EDDs in real-time, taking into account factors like inventory location, carrier capacity, and historical performance data.
2. Dynamic Updates
As conditions change, these systems can automatically update EDDs and proactively communicate changes to customers.
3. Machine Learning and AI
By leveraging machine learning and AI, advanced systems can continually improve the accuracy of their estimates based on actual performance data.
4. Omnichannel Integration
Modern solutions can provide consistent, accurate EDDs across all sales channels, from your website to marketplaces and social media platforms.
5. Proactive Communication
Advanced systems can automate the process of sending timely updates to customers, ensuring they’re always informed about the status of their orders.
Implementing Best Practices
In addition to leveraging advanced technology, retailers should implement these best practices:
1. Be Transparent
If there’s uncertainty about delivery times, communicate this clearly. Customers appreciate honesty more than overly optimistic estimates that aren’t met.
2. Offer Delivery Options
Provide multiple shipping options with clear EDDs and prices, allowing customers to choose based on their needs and preferences.
3. Set Realistic Expectations
It’s better to under-promise and over-deliver than the reverse. Consider adding a buffer to your EDDs to account for unexpected delays.
4. Proactively Communicate Delays
If a delay occurs, inform the customer immediately. Offer solutions or compensation when appropriate.
5. Continuously Improve
Regularly analyze your shipping data to identify areas for improvement in your fulfillment and delivery processes.
Conclusion: Turning Shipping into a Competitive Advantage
In today’s e-commerce landscape, shipping is no longer just a necessary evil—it’s an opportunity to differentiate your brand and build customer loyalty. By providing accurate Estimated Delivery Dates and regular shipping updates, you can:
Increase conversion rates
Reduce customer service costs
Enhance customer satisfaction and loyalty
Build a reputation for reliability and transparency
Investing in advanced shipping estimate technology and implementing best practices isn’t just about avoiding the pitfalls of poor shipping experiences—it’s about turning your shipping process into a powerful competitive advantage.
At Fenix Commerce, we’re committed to helping retailers navigate these challenges and deliver exceptional shipping experiences. Our advanced EDD and shipping update solutions leverage cutting-edge technology to provide accurate, real-time shipping information across all your sales channels.
Don’t let inaccurate EDDs and lack of shipping updates cost you customers. Partner with Fenix Commerce to transform your shipping process into a key driver of customer satisfaction and business growth.
Nermeen Nabil Khear