Increasing consumer expectations around delivery performance are placing added strain on parcel carriers and online fulfillment operations, according to new research from Whistl.
The study found that damaged or missing items, along with missed deliveries, remain the most common issues affecting customer satisfaction. Customer support was also identified as a key factor, with poor service often amplifying delivery-related problems.
Younger consumers in particular are looking beyond delivery pricing, highlighting the need for more reliable delivery, improved digital experiences, flexible payment options and clearer product information.
The research points to customer support as a critical weak point. Difficulty reaching a human representative, slow response times and scripted replies were cited as major sources of frustration, turning operational issues into reputational risks.
Whistl said retailers need to take a broader approach to improving the delivery experience, including strengthening partnerships with carriers and improving visibility across the delivery process.
Recommendations from the report include expanding free delivery options through minimum spend thresholds or loyalty programs, improving tracking transparency, and enhancing packaging and quality control to reduce damage and loss.
The study also highlights the importance of flexible delivery options, such as defined delivery windows, safe-place preferences and local collection services, alongside improvements to website usability and checkout processes.
Ian Keilty, CEO of Whistl, said, “Retailers that successfully balance delivery cost, reliability, digital usability and responsive customer support are more likely to enhance customer satisfaction and build long-term loyalty.
“Understanding generational differences is key. Retailers should tailor delivery strategies to meet varying expectations, balancing speed and flexibility with cost-effective options.”
The findings are published in Whistl’s Ecommerce in 2026: The Search for Clarity and Convenience report, and reflect growing pressure on logistics networks as e-commerce demand continues to evolve.
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