This year, shopping online takes no more than a few clicks – but getting those carts to checkout and beyond? That’s where the real challenge lies. Now more than ever, creating a seamless journey from ordering to unboxing is crucial.

At Starshipit, we surveyed leading retailers from around the globe for our latest report, Evolving Expectations 2024, to bring you the freshest insights on what truly drives customer satisfaction in shipping and fulfilment.

This year our report shows how integrating key trends like same-day delivery, choice at checkout, and enhanced post-purchase communication can transform the customer journey into a memorable brand experience that keeps customers coming back – from the moment of ordering to the excitement of unboxing.

Let’s unpack three trends to get a snapshot of the powerful delivery strategies top retailers are using in 2024…

Same-day delivery: from ‘nice-to-have’ to necessity

This year, speedy delivery has become essential. In fact, 33.7 per cent of the leading retailers we surveyed recognise same-day delivery as one of the most impactful services on customer experience for the upcoming year. 

What’s the rush? E-commerce giants like Amazon continue to invest in technology that pushes the boundaries of what’s possible with online shopping. This has set new standards for delivery speed, prompting other retailers to match these expectations with same-day and on-demand shipping options – or be left behind.

This highlights a clear trend: The race towards faster delivery is not just changing how retailers operate; it’s redefining the entire customer experience. Post-Covid, consumers have moved back to a choice of shopping in store or online, meaning e-commerce stores need to work extra hard to keep shoppers satisfied. 

More choice at checkout with a multi-courier strategy

To keep pace with the demand for same-day delivery and other rapid shipping solutions, retailers are increasingly turning to multi-courier strategies. This approach not only broadens the range of delivery choices but also adds more flexibility and efficiency into the shipping process.

James Fisher, director and co-founder of Rendr, elaborates on the growing need for this strategy: “Today’s customers prioritise certainty and convenience in receiving their orders, spurring the widespread adoption of on-demand delivery and multi-courier strategies amongst retailers. This shift underscores a growing demand for swift and flexible delivery options tailored to meet the immediacy sought by modern day shoppers.”

Staying agile with delivery options is key. Using a multi-courier strategy means retailers can adapt quickly during peak times of the year – a major advantage when courier delays are likely to have the most impact. 

Enhancing the post-purchase experience

Unboxing may be the only part of e-commerce with an open-rate of 100 per cent. However, the excitement of this moment is heavily influenced by what happens before the parcel even arrives. Leading up to delivery, clear and timely order notifications are key to building anticipation, but also to enhance the overall delivery experience.

This is a crucial phase of the customer journey, with 46.5 per cent of leading retailers in our survey stating that advanced tracking and communication will have the biggest impact on the customer experience over the next 12 months.

The experts in post-purchase communication at Klaviyo stress the importance of this: “Today’s customers expect frequent, accurate updates that pre-emptively answer the common question, ‘Where’s my parcel?’,” explains Jia Lee, senior content marketing manager at Klaviyo. “Addressing this crucial question not only enhances customer satisfaction but also significantly reduces the workload of customer service teams” – Jia Lee, Senior Content Marketing Manager at Klaviyo.

Implementing robust communication strategies not only keeps customers informed at every stage, but also aligns with their expectations for more visibility and control during their shopping experience. 

Automated tracking notifications with personalised messages prepare customers for the arrival of their order and help build trust in your brand. Additionally, enabling tracking pages with delivery status updates and self-service return portals will turn an ordinary delivery into a more seamless experience for shoppers. By reinforcing reliability, these strategies encourage customer loyalty and increase the likelihood of repeat purchases.

How can retailers keep up in 2024?

From delivery speed and choice at checkout to the joy of unboxing, the trends we’ve discussed are just the beginning. Our full Evolving Expectation 2024 report dives deeper, detailing all eight key trends that are shaping the future of shipping and fulfilment. Don’t miss out on additional insights on sustainable practices, the impact of technology in logistics, and expert predictions for the year ahead.

By embracing these strategies, retailers will not only meet but exceed customer expectations, creating memorable experiences that drive loyalty and growth. 

Access the complete report to explore all eight trends in detail and learn how you can transform your approach to stay ahead.