Digital solutions powered by fdx

The e-commerce customer experience doesn’t end at checkout. It’s shaped by the moments that follow — and how informed, in control and valued customers feel along the way. Behind every one of these moments, logistics quietly shapes how customers experience your brand.

Research conducted by Salesforce shows that 43% of consumers have stopped buying from a brand due to a poor service experience. Similarly, 40% have done so due to inconsistent product or service quality, underscoring the fact that the experience matters just as much as the product itself. 

From delivery expectations to return processes, every touchpoint after the “buy” button is an opportunity to strengthen or erode customer trust. But with the right visibility insights and intelligence fueling accurate updates and proactive communication, you can reduce customer uncertainty, build trust and deliver a positive ecommerce experience. 

Because in a market where products blur together, it’s the logistics experience that sets brands apart.

The best ecommerce experiences offer end-to-end shipment visibility, timely updates and the confidence that orders will arrive as promised.


Here’s how to get each moment right:


1. The promise: Setting pre-purchase expectations
   Before clicking “buy,” shoppers want to know when their package will arrive. For time-sensitive orders like gifts or last-minute purchases, vague or missing delivery timelines can lead to hesitation and abandoned carts.
   
   How to get it right: 
   Communicate delivery timing early in the customer journey. For example, Predictive Delivery Estimates uses historical and near-real-time network data to generate accurate delivery estimates, including precise delivery dates and time windows. Displaying these estimates throughout the customer journey (on product pages, in the cart and at checkout) offers pre-purchase transparency that builds confidence and increases conversions.
   
   
2. The wait: Keeping customers reassured post-purchase
   Silence after checkout can quickly undermine customer confidence. Even when fulfillment is on track, a lack of updates can make shoppers feel anxious or out of the loop. “Where is my order?” (WISMO) requests account for around 20% of all customer service queries, according to DigitalGenius.

   
   How to get it right:
   Turn the wait into a moment of relationship-building reassurance. Branded tracking pages let shoppers follow their orders without leaving your ecosystem. When paired with automated order status emails, they can help reduce WISMO inquiries and show customers that their purchase is moving forward as promised.
   
   
3. The what-if: Turning disruptions into opportunities
   Even the best-run operations face unexpected challenges, from weather delays to missed handoffs. However, what matters most to shoppers is how you handle those moments. They want honest communication and confidence that promises will be kept. 
   A 2025 McKinsey survey backs this up, revealing that when it comes to ecommerce deliveries, consumers value reliability more than speed. They’re often fine with slower shipping as long as the package arrives in the promised window.
   
   How to get it right: 

   Proactive updates turn disruptions into trust-building opportunities. Shipping visibility tools surface issues in near-real time, allowing you to notify customers before they’re left wondering. For example, alerting a customer about a weather delay before they check their package’s tracking demonstrates reliability and respect. 
   
   
4. The dropoff: Making delivery convenient and secure
   Delivery is one of the most visible, high-stakes moments in the customer journey. A missed or mishandled dropoff can undo an otherwise seamless experience, especially for high-value or time-sensitive items.
   
   How to get it right: 

   Empower customers with flexible final-mile options, such as rescheduling deliveries or redirecting items to secure locations. Tools like picture proof of delivery (PPOD) and signature proof of delivery (SPOD) also confirm receipt, reducing disputes and minimizing support requests. 
   
   
5. The return: Building loyalty through a smooth process
   A slow or confusing returns process puts brand loyalty and repeat purchases at risk. Per TotalRetail, nearly a third of shoppers have stopped shopping with a retailer after a poor returns experience.
   
   How to get it right: 

   Branded returns portals create a consistent, intuitive process. QR codes and emailed labels make it easy for customers to initiate returns, while proactive updates provide peace of mind. Behind the scenes, structured return data helps reveal patterns like frequent sizing issues or product defects that your product team can use for future improvements.

The most memorable parts of an ecommerce journey often happen beyond the moment of purchase. Delivery promises, proactive updates, smooth handoffs and seamless returns all influence how customers perceive your brand. 

With FedEx, powered by fdx, you can transform these logistics touchpoints into loyalty drivers. With tools like Predictive Delivery Estimates, Integrated Visibility, Branded Order Tracking, Branded Returns, and proof-of-delivery options, you gain the visibility and insights needed to meet rising expectations and turn logistics into a customer experience advantage.