How To Match Customer Experience to Carrier Selection

Building a good customer experience is big in eCommerce, with extensive guides and resources for everything from acquiring a new customer to retaining one.

Today, we’d like to call out one critical step in your conversion process that we’ve noticed brands and retailers (even the enterprise ones) don’t give enough thought to; your shipping and delivery experience. Specifically, let’s look into how your carrier selection impacts that crucial step of the customer journey.

Not a lot of shoppers equate “standard shipping” and “next day delivery” with certain carriers. All they see and care about is how quickly they will get their items, and what it’ll cost.

However, as the seller, you need to be aware of all the nuances that go into those shipping options. Look at;

• Which carriers offer the best rates for the service level (shipping speed) your customers want?
• Which carriers are the most reliable for delivering to that buyer’s zip code?
• Are there any carriers that will impose a residential surcharge for delivering to that area?
• Which carriers specialize in delivering your type of parcel (weight, dimensions, special handling, etc.)?
• If you’re in Q4, which carriers have already implemented peak surcharges?
• Which carriers are you committed to under contract for this type of parcel profile?

Shoppers only need to choose a service level they’re willing to pay for. You need to choose the logistics partner that will kick in for each of those options.

When you know what questions to ask, the decision gets a little more complex, but it also gives you an opportunity to optimize your shipping strategy to always choose the best carrier and rates for your business (and buyers). In fact, 84% of shoppers say they’re more likely to buy from a brand again if they have a positive delivery experience.

In this article, we’ll discuss how your carrier selection can impact the success of your business and satisfaction of your customers. We’ll also touch on how to choose one that allows you to keep up with customer demands while maintaining a strong bottom line.

Why Customer Experience and Shipping Are Connected

Your customer’s journey doesn’t end at checkout. Delivery speed, accuracy, and reliability shape how buyers perceive your brand. Here are just a few reasons why the right carrier and shipping strategy can lead to better sales.

Delivery is the “final touchpoint”

Think about how much it costs your company to acquire a customer, convince them to add an item to their cart, and then check out, only for them to back out as soon as they see the summary of fees. There goes your ad spend, influencer marketing budget, and listing optimization agency.

Studies show that 48% of shoppers abandon their carts due to unexpected shipping costs, 22% due to long delivery times, and 17% because of complex checkout processes. So, despite great customer acquisition efforts and spending, it could all go down the drain just because of your shipping services.

But that’s not all. Even if they do check out, your brand reputation isn’t safe until your goods are well-received. Many things can happen between when a customer checks out and receives their package. They’ll go through the following order fulfillment process, which must be seamless throughout each step to ensure perfect deliveries.

1. Order and payment confirmation
2. Inventory check and processing
3. Picking, packing, and labeling
4. Carrier handoff and shipping
5. Tracking updates and delivery
6. Post-delivery support

How well you deliver is crucial to building that relationship and trust with your customer. If they receive it as expected, they have a higher chance of coming back and recommending you to their friends. If not, then this final touchpoint could be the last time they ever do business with you (and the last thing they remember about your brand).

Customers have high expectations

When customers buy from your brand, that means they’ve gone through reviews, listened to recommendations, and decided you’re worth their trust. Simply put, they have high hopes that they made the right choice.

And when it comes to shipping, their expectations are even higher. A staggering 62% of customers expect their orders to arrive within three days, even with free shipping.

From the very start, you’re already up against high standards. Failing to meet them can be too high a cost, especially when it’s something you can actually do something about with smarter carrier selection.

Returns are part of the experience

Returns are expensive and prolific, but they’re also necessary. Offering easy, straightforward, and even free returns can help you convert and retain customers. But you may not be able to do this if you can’t afford shipping.

An efficient return strategy can help you create a positive buyer experience and save a loyal customer that would have otherwise been lost. Instead of viewing returns as the bane of your business, consider it an opportunity to shine.

Being smart with your returns and reverse logistics strategy means being strategic will all the pieces involved. That includes return shipping and how easy it is for customers to send something back.

Shipping can be an edge

Giving your buyers the right shipping options at checkout can help your customers find and choose the exact delivery experience they want.

Choice paralysis occurs when someone has too many options, making it harder to choose one. On the other hand, having too few options means a customer may not find what they need.

From a shopper’s perspective, 75% prefer free shipping over fast shipping. However, don’t discredit the allure of instant gratification. While many prefer free shipping, plenty are also willing to pay more for faster deliveries.

We recommend giving your customers three clear shipping options instead of limiting them to just one, or offering too many. And being able to choose the right three options is an art and science that can move your products, and move you past your competition.

How to Choose Carriers That Align With Your Customer Experience

Now that you know why shipping deserves your focus to ensure an excellent customer experience, here are some tips to make it happen.

Start with your brand promise

Shipping lets you establish your brand identity with consumers, allowing them to experience what you offer. Plus, it’s a way for them to determine that you’re real. After all, your shipping can say more about your brand than slogans ever will.

Delivery delays and damaged items can immediately paint your brand in a bad light, even if it wasn’t your fault. So, if you want your brand to be known as fast and reliable, your shipping quality must reflect that by providing services like expedited shipping.

Identify what matters to your customers

A business can encounter all kinds of customers, from the nonchalant ones who are fine as long as their order arrives, to the skeptical ones who want constant updates along the way.

The key here is listening to what your customers want. You can learn this by listening to your customers and watching their behavior.

Look at checkout data, abandoned cart analytics, support inquiries, and even customer surveys and feedback forms.

You’ll be able to decipher all of the above to see what your customers care about the most as it relates to your shipping strategy.

Evaluate carrier service performance

Not sure whether a carrier can meet your needs? Consider the type of parcel profile they want (for example, some want packages between 5 to 20lbs) and how well their ideal parcel fits your packages.

Some things you want to look at specifically are;

• What is their on-time delivery rate?
• What is their average claims rate?
• Do they cover the zones your customers ship to?
• Do they have the service levels your shoppers want?
• Do they provide real-time tracking you can share with your customers?

In addition to looking at the carrier capabilities, you should also consider their surcharge structure and whether any of your “must-haves” (for example residential delivery or oversized packages) will incur any additional fees.

Choose carriers options with a strong tech stack

With visibility now one of the top priorities for buyers, the right tech stack can help you deliver a more reliable and reassuring shopping experience.

Many shippers use a transportation management platform to get access to various carrier rates and services.

These tools should offer;

• Real-time tracking to let customers see where their packages are at any moment
• API integrations to connect smoothly within existing technology
• Analytics and reporting for insights into carrier performance
• Clear billing systems and data to understand true landed costs

Offer your customers shipping options

You should also be smart about offering multiple shipping options to match different customer needs and preferences. The sweet spot? Three options.

That way, you avoid overwhelming shoppers with too many choices while also not boxing them in with just one. It’s the perfect balance as it gives customers enough flexibility to pick the shipping solution that works best for them.

Balance cost with experience impact

Lastly, don’t make cost your only deciding factor when choosing a carrier. If you base your decision on price alone, you risk compromising your entire shipping strategy.

Tip: If you aren’t familiar with carrier contracts and surcharges, you should also know what looks like the “cheapest” option at face value often changes throughout the year.

Of course, overspending isn’t the answer either. The goal is to deliver the best shipping experience possible within your budget. It should be a win-win; your customers stay happy and your business stays profitable. Lean too far to one side, and you’ll end up losing balance.

Build a Carrier Strategy That Keeps Your Customers Happy

There are ways to make carrier selection easier without putting your margins at risk. Instead of just focusing on what works best for your business, factor in customer satisfaction. That way, you’re not just winning customers but keeping them, too.

If you want some help asking the right questions when it comes to carrier selection, work with a partner that’s well-versed in the carrier world (and their terms).

Or, leverage software such as a transportation management system that can intelligently find the best carriers and rates for each individual parcel in real-time.

About the Author

Daxton Rothwell is an eCommerce and logistics professional with extensive experience in shipping analytics, direct to consumer (DTC) operations, and carrier performance optimization. He specializes in helping brands fine-tune fulfillment and logistics strategies to improve efficiency and reduce costs across every stage of delivery.

Outside of work, Daxton values time outdoors. He’s an avid fly fisher and bow hunter and rarely misses the chance to catch a good sports game with friends. He brings the same patience, problem solving mindset, and eye for detail from these pursuits into his professional life.

Daxton loves sharing what he’s learned, whether he’s helping a brand sort out a tricky shipping challenge or trading stories about time spent outside. He enjoys making complex logistics simple and practical and brings the same curiosity and easygoing spirit to his work that he carries into every outdoor adventure.