If we could evaluate delivery as a trivial action, it represents one of the main criteria that can slow down the very act of purchasing in e-commerce. It not only participates, but also represents one of the key points of customer satisfaction.
Revealing studies
According to a 2023 study by Fevad (the e-commerce and distance selling federation), 93% of French people who bought products or services online in the last 12 months said they were satisfied, including 36% who were very satisfied. The score is even higher among those aged 50 and over (98%) and residents of cities with less than 100,000 inhabitants (93%). The French are particularly satisfied with the delivery (39%).
Furthermore, IFOP also presented a study on e-commerce delivery. On this occasion, consumers were questioned about their expectations regarding e-commerce delivery. Unsurprisingly, the most important criterion for customers remains delivery at 64%. The second criterion is the delivery price for 31%. Regarding the preferred method of delivery, 57% favor home delivery or delivery to the workplace. Delivery to the relay point is in second place with 29%, which allows greater freedom of pickup. Delivery speed is on the shelf. In fact, 84% say they are interested in a 2-hour appointment, and 58% are even willing to pay for this option.
Delivery, high expectation of improvement among the French
However, the delivery still seems to be not up to par, as the results of the Opinion way 2019 survey show. “Delivery services: the reality of French expectations”, for SprintProject and GS1 France, 62% of the people surveyed said they had “encountered inconveniences during delivery: damaged packages, non-compliance with announced deadlines, non-compliant products among others”. If the trend is an improvement compared to the previous year, it is clear that there is still work to be done in this area.
The same survey tells us that delivery conditions are an important criterion when choosing an online point of sale because for one out of two respondents, the transaction will fail due to “the absence of services or if the return or refund conditions are unsatisfactory. ” In most surveys, it is the second factor after price.
Offer a choice in terms of delivery
Although many sites offer several delivery methods, most French people today regret not having a choice on most sites. Offering a wide range of solutions can therefore be a valuable asset. Delivery to relay points, home delivery, express delivery, normal delivery etc. should all be possible in the locations today. However, this is not yet the case and the buyer who could arbitrate according to price, place and time in most cases does not yet have that option. If e-tailers do this, it is often because they negotiate heavily with carriers to get the most attractive prices.
Keep the customer informed throughout the delivery
Since shipping is a stressful factor, online tracking has recently become standard for many carriers. For those waiting for their order, this means they can track exactly where their package is. Most of them still regret the lack of follow-up. Even before delivery, they want to be informed about the price, method and time of delivery, which often lacks transparency before finalizing the order, which can lead to cart abandonment. Therefore, it is advisable to highlight these terms on the home page if you want to make them an advantage. You can create dedicated pages with clear answers about deadlines, costs and the service providers you offer.
Famous free shipping
It’s not uncommon for large companies to offer shipping above a certain amount. If you can’t do this for every order due to margin, you can often do this from a specific order level, a specific product type, or even via a promo code, especially for first orders. Certain delivery methods may also be offered, particularly those that are slower or involve more restrictions for the consumer. Finally, you can offer it to new customers if needed. The advantage of getting rid of a certain amount is that you can sometimes increase the average cart. It is not in all cases about creating a margin on delivery, but it is common to do the opposite and reduce your margin by taking into account the cost of transportation.
Pay attention to quality
While many pay attention to deadlines, costs and delivery methods, it seems that many companies continue to neglect aspects such as the quality of packaging. Some carriers also tend to damage packages when they are clearly expected to receive the package in good condition. Nothing is more annoying than receiving a damaged item and defective packaging.
Give the possibility of compensation
If you want to grow your sales further, keep in mind that reimbursement remains the crux of the problem for many buyers who hesitate to confirm their orders for fear of not being reimbursed in the event of a discrepancy between their expectations and the item on the books. Most appreciate the after-sales service, but above all the ability to easily return orders, without excessive costs and preferably without credit for the next order. Therefore, it might be useful to provide a return service in this regard.
Shipping should change in the coming years, moving faster and faster, with better tracking, choice of service providers and easier returns. A well-designed shipping policy should enable you to retain and acquire new customers. Don’t ignore it!