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Back Bridge the gap between e-commerce promises and the customer experience

The key to delivering a perfect shopping experience? It starts with keeping customer promises and exceeding their expectations.

Customers embark on their online shopping journeys with high hopes and great expectations. With assurances of expedited shipping, unbeatable prices and hassle-free returns, they eagerly click “buy now” and envision a perfect shopping experience.

And yet, real-world conditions often fall short, leaving shoppers grappling with shipping delays, product unavailability, compromised quality and an arduous return process. Additional costs alone account for 48%1 of cart abandonment.

The disparity between envisioned and actual outcomes challenges the quest for a flawless experience, pushing service providers to bridge the gap between promises and reality.

Building a seamless customer journey

E-commerce has moved beyond its roots of simply offering a user-friendly, visually appealing platform. It’s gone from routine shopping to an odyssey where customers crave assurances and visibility at every step. They want to know when their order is processed and track the package from the moment it leaves the fulfilment centre until it arrives on their doorstep. Transparency into supply chain operations has become increasingly critical in shaping perceptions and fostering brand loyalty.

Even when customers have positive experiences, issues such as out-of-stock items or delayed shipping can significantly impact their impression of the brand. Maintaining high satisfaction is vital for increasing loyalty and amplifying brand reach. A seamless supply chain drives the journey and is the differentiator for meeting buyers’ expectations.

Perfecting processes behind the customer experience

While e-commerce brands are laser-focused on products, supply chain challenges often get put on the back burner. Outsourcing to trusted partners moves problem-solving to the forefront by leveraging multi-vertical expertise, digital technology, automation and operational proficiency.

Paying attention to the data is central to flawless program implementation and execution. Whether improving inbound stock or the final mile, a stress-free and timely delivery relies on exceptional data collection and analysis. While effective communication and trust are essential, having metrics for inventory, orders, seasonal peaks, on-time delivery—and more—drives successful supply chains from end to end.

Yes, it is personal.    

Putting the spotlight on personalised customer experiences is a valuable driver for brand loyalty. From customised product purchases to multiple delivery options, buyers want websites to recognise their preferences and tailor recommendations.

According to a McKinsey & Company study, 76%2 of respondents declared that the reason for their purchase—and willingness to repurchase—lies in personalised communications. Many brands have built on this trend and offer customisation for colour and design choice, embroidery and monogramming and unique gift-wrapping options. The downside is a dependency on fulfilment centre operations, prompting the exploration of more efficient methods to support these value-added services.

Data also plays a vital role in delivering on promises. To understand buyer preferences, sellers must receive accurate and timely information from the web store. While interconnecting online stores and fulfilment operations holds great promise, achieving smooth systems data integration takes time. When done effectively, it creates a personalised experience that builds brand dedication.

An online store and its services may initially entice customers, but fulfilling their expectations between purchase and delivery matters most.

Aligning promises with delivery capabilities and embracing personalisation shapes the customer experience and—ultimately—increases brand loyalty.


1 Forbes 38 e-commerce statistics of 2023

2 McKinsey The value of getting personalisation right—or wrong—is multiplying