# How delivery frustrations impact repeat purchases

In this article

There’s nothing more exciting than the moment your online order finally arrives. It’s the unboxing, the “aha” moment, that turns first-time buyers into loyal customers. For e-commerce brands, this is the activation stage. The point where the customer journey becomes fully engaged.

But that magical moment fades fast when delivery is delayed, damaged, or poorly communicated. This not only ruins the experience but also weakens your chances of turning a one-time shopper into a repeat customer.

Our latest [E-commerce Delivery Compass 2025 report](/content/ecommerce-delivery-compass/index.html), based on insights from 8,000 consumers across 8 European countries, reveals that **nearly 60% of online consumers have encountered at least one problem with their delivery experience.**

So, what’s frustrating customers the most? And how can retailers like you tackle these frustrations to win back loyalty?

Let’s dive in.

|     |
| --- |
| ### **Key findings** |
| - **Bad delivery experience:** Nearly 60% of consumers have experienced at least one problem with the delivery in the past 3 months.<br>  <br>- **Top frustration:** 57.44% of customers wouldn’t reorder if their package never arrived.<br>  <br>- **Damaged goods, damaged loyalty:** 50.91% won’t shop again after receiving damaged products.<br>  <br>- **Transparency matters:** 24.24% refuse to reorder if reliable tracking isn’t available.<br>  <br>- **Communication is key:** Over 80% of shoppers expect immediate notifications about delivery delays. |

## Why shoppers click away at checkout

Imagine a customer excited to finalize their purchase, only to abandon their cart at the last step. What’s the culprit? More often than not, it’s a poor delivery experience.

Globally, delivery issues drive **27.7% of customers away at checkout**. Delivery issues are seen as a revenue killer, with high delivery costs being a significant factor. An astounding [66.3% of consumers abandon carts when shipping fees exceed their expectations](/content/blog/why-delivery-costs-are-a-dealbreaker/index.html).

## The real cost of delivery frustrations

Cart abandonment hurts. But broken promises hurt more. When a customer doesn’t receive what they expected, or doesn’t receive anything at all, trust is gone. And with it, their loyalty.

**Retention is the engine of sustainable growth.** It’s far more cost-effective to retain existing customers than to acquire new ones. Loyal customers buy more, churn less, and refer others.

But if delivery goes wrong, that retention engine stalls. Our survey reveals stark truths about how deeply these issues affect repeat business:

- **Missing packages top the list:** 57.4% of customers globally say they won’t buy again if a package fails to arrive.
- **Damaged products are similarly damaging:** 50.9% of European consumers confirm they’d reconsider buying from a brand after receiving damaged goods.
- **Late deliveries** also erode trust quickly, affecting 31.9% of customers.

One negative experience can wipe out hard-earned trust, trigger support tickets, and fuel bad reviews.  
You’re not alone. Check out these [8 game-changing best practices](/content/blog/post-purchase-experience-guide/index.html) that will transform the way customers feel after making a purchase.

## Delivery silence speaks volumes: Communication matters

According to our survey, **24.2% of consumers across Europe say they wouldn’t reorder from a store that doesn’t offer reliable tracking.**

Shoppers crave clarity and transparency. **Over 80% expect immediate notifications if there’s a delay**, with particularly high expectations in several regions.  
Despite this demand, over half of shoppers say they’ve experienced fragmented or missing updates.

### Why tracking still makes or breaks the post-purchase experience

It’s crucial to keep customers informed about their deliveries.

## How brands can address consumer frustrations

### Prevention: Stop the issue before it starts

- **Offer flexible delivery options at checkout**
- **Be transparent with shipping tiers**
- **Negotiate multi-carrier rates**
- **Choose reliability over rock-bottom prices**
- **Centralize tracking with a branded portal**
- **Show accurate delivery estimates**
- **Tailor your post-purchase flow accordingly**
- **Insure what matters**
- **Upgrade your packaging game**
- **Build a proactive parcel-inquiries dashboard**

### Recovery: Turn a bad experience into loyalty

- Act fast with **automated updates**.
- **Acknowledge the issue**.
- **Offer goodwill**: think free returns, discount codes, or a personal message.

These gestures don’t just fix the problem; they show your customers you care.

## Final thoughts: Let’s close the gap between the promise and the experience

E-commerce isn’t just about price or product anymore. It’s about the entire experience, from click to doorstep. And increasingly, delivery is where brands win or lose loyalty.  
The good news? You can turn every parcel into a loyalty opportunity with the right delivery strategy.