Many brands still see shipping as just logistics, but it's actually a deal-breaker. According to the DHL 2025 E-Commerce Trend Report, e-commerce delivery and returns play a crucial role in whether a customer completes a purchase or abandons their basket. To stay ahead, here are six practical tips you can start applying right away. (Learn more: 2025 E-Commerce Trend Report by DHL).
FAQ
Why do delivery and returns influence customer buying decisions so much?
Because customers want certainty before they buy. High delivery costs, unclear return rules, or unreliable couriers increase doubt and cause cart abandonment.
How can we offer free delivery without hurting margins?
By integrating delivery costs into product pricing. This allows brands to promote free delivery upfront, which increases conversion and perceived value.
What return options do customers expect today?
Customers expect flexible returns such as parcel shops, lockers, or drop off points, instead of only home pick ups.
How can we reduce returns without limiting flexibility?
By improving product clarity through accurate descriptions, size guides, real life photos, and videos that show how the product actually looks and fits.
1. Make Free Delivery Possible with Integrated Pricing
Shipping cost remains one of the biggest deal-breakers in online shopping. According to the DHL report, 3 in 10 European consumers abandon their carts due to delivery fees. On the other hand, the word “free” has a powerful psychological impact on purchasing decisions.
Strategy for you:
Try building delivery costs into your product price so you can offer free delivery. It's much more attractive than adding a fee at the end. Then, ensure the “free delivery” message is visible early in the customer journey.
2. Choose a Logistics Partner Customers Trust
Trust in the courier can be just as important as trust in your brand. In fact, 7 in 10 shoppers will not buy if they do not trust the delivery or returns provider. Even more telling, many buyers will not buy if their favourite courier isn't an option.
Strategy for you:
Avoid choosing a courier purely based on price. Instead, prioritise logistics partners with strong reputations, reliable service, and transparent tracking systems.
3. Offer Home Delivery, but Enable On-the-Go Returns
Customer preferences are evolving in an interesting way. Most shoppers still prefer home delivery for receiving orders. However, they want more flexibility with returns. Across Europe and globally, most customers prefer using lockers, parcel shops, or drop-off points rather than waiting at home.
Strategy for you:
Stick with home delivery for receiving orders, but offer easy return options that fit into a busy day, like dropping off a parcel on the way to work.
4. Make Your Return Policy Clear, Simple, and Fair
Return policies influence buying decisions before checkout even happens. Over half of global shoppers admit they are more likely to buy from stores that offer free returns. At the same time, a complicated policy will simply scare them off.
Strategy for you:
Avoid hidden clauses and make your terms clear and fair. Clearly explain how returns work, how long they take, and whether they are free.
5. Reduce Returns by Improving Product Clarity
Returns may be inevitable (92% of shoppers have returned an item), but they can be reduced. Most returns stem from damaged products, wrong sizing, or products that just don't look like the photos.
Interestingly, 77% of shoppers are keen on virtual try-ons and interactive tools to help them understand products better.
Strategy for you:
Use honest, high-quality photos and spot-on size guides. If advanced AR tools are not an option, u can use a simple video that shows the product in real life.
6. Provide Transparent Tracking and Delivery Control
Once an order is placed, customers expect control. They want to track parcels easily, change delivery schedules, or redirect packages if needed.
Strategy for you:
Work with couriers that offer transparent tracking and redirection features, and integrate these options seamlessly into your store.
It's Time to Re-Evaluate Your Delivery and Return Approach
Logistics is no longer just about moving parcels from A to B. It’s an essential part of customer experience and a powerful driver of purchase decisions. Speed, cost transparency, flexibility, and hassle-free returns are now basic customer expectations.
If your delivery and returns experience creates friction, you risk losing sales before customers even get to know your product. So, this is the right moment to review and refine your shipping and returns strategy to stay relevant.
If you’re unsure where to begin or which areas need improvement, we’re here to help. Contact us today for a free consultation, and let’s evaluate your logistics approach together!
