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The 4 Cs of Enlightened e-Commerce Delivery

Did you know that loyal customers are 25% more profitable for brands than new converts? It actually costs five timesmore to attract a new customer to an unfamiliar brand than to get a loyal consumer to make a purchase. Your current customer is likely to pay for your products because they already know the quality delivered by your business. The lesson here? It’s absolutely vital to optimize customer satisfaction when it comes to eCommerce delivery.

Here is a nice infographic from Global Freight Solutions (GFS) that summarizes this idea. Read on to learn more!

what do customer expect from delivery

What your customers want from delivery

The study provides unique insight into customer expectations around the e-commerce delivery experience and what drives online purchases. It confirms the long-held belief that customers want communication about the process, but control over their deliveries. That means being able to choose the time and day of delivery and staying informed, by text message or email, about its route and arrival time. Having this information gives the customer an assurance that their purchase will be fulfilled. Therefore, it’s important that you invest in BigCommerce development services if you want to gain any sort of competitive advantage.

But do customers expect free delivery? Not always. If a user has just one choice of delivery speed at checkout, then 45% of customers are likely to click away and not complete the purchase. Consumers want to be able to choose the delivery speed themselves rather than being limited to only one option. Interestingly, 50% of consumers will often choose to spend more to upgrade to a faster delivery speed. Surprising as it may seem, free delivery was actually seen as less attractive by those in the study because such services usually take a longer time than the paid ones.

Overall, 60% percent of consumers are more likely to remain loyal and buy again from brands that offer them a positive experience in general, from ordering to delivery to post-service customer care. As it turns out, when consumers need to return an item, 70% of them would use that same retailer again when their return process is simple and clear. If returns are tough, they don’t ever go back. So make it easy on them—and yourself. As we’ve written about before, neglecting customers after a purchase is a huge profit loser for brands. So, you know, just don’t do it.

What about convenience? Turns out that it’s a critical success factor. Ordering something at 10 pm at home and receiving it the next day is what more than 89% of people want. Click and collect is diminishing in its attractiveness and being replaced by convenient home delivery, with lots of consumers wanting a parcel delivered to their own or a neighbor’s house. This way, they won’t be forced to spend more on transportation and other related expenses.

Shoppers are also concerned about the environment and what impact online purchases have. Using eco-friendly packaging and being transparent about your brand’s carbon footprint, and steps taken to reduce it, is a winner.

When it comes to e-commerce, there’re four main factors that you should keep in mind. So, as an entrepreneur, make sure you consider the 4 Cs:

  • Choice

Offer a broad selection of delivery options and give the consumer the power to choose the method, date, and time of delivery. This will enhance customer satisfaction and may go a long way towards building a stronger consumer-business relationship.

  • Convenience

Let purchasers feel that their online transaction was obstacle-free, making the buying, delivery, return, account set-up, and any other process as helpful, simple, and clear as possible.

  • Communication

Keep consumers updated and informed on their buys and returns, and keep in mind that this goes a long way, also, toward managing their expectations and, therefore, keeping them happy.

  • Conscience

Study your production and delivery process, and really think this one through. Do everything you can to reduce packaging and consolidate shipping carriers in order to lower your carbon footprint. The world is constantly adapting environmental-friendly methods in various industries, and you should move in the same direction, too. Consumers old and new will appreciate it


Consumer satisfaction is a crucial factor in the success of any business. Many e-commerce enterprises provide different delivery options to their customers, which breeds the much-needed assurance. Apart from choice, another ‘C’ that you should consider is convenience. Customers need to feel that the whole process–from the initial transaction to returns–is free from any obstacles. Communication and conscience are other factors that can enhance your success as an online business.

To learn more about what customers expect from service and delivery, please follow me @TopRightPartner! If you want to continue receiving tips like these, sign up for the TopRight blog, connect with me on LinkedIn, or buy a copy of my latest book, Marketing, Interrupted. 

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