When a customer is waiting for their order, their attention is fully centered on the delivery and, by extension, on your brand. They frequently check tracking status, open transactional emails, and visit the tracking page with a clear intent. This is a rare communication window that commands far more attention than any typical marketing campaign. Yet many retailers hand this moment over to shipping carriers, giving up control over the post-purchase experience. But when used correctly, personalized post-purchase messaging can significantly boost conversion rates, loyalty, and brand recall.

Tracking = two minutes of undivided customer attention

For most online stores, the sales journey ends with the “Buy Now” click. But for the customer, it’s just the beginning. They’re now actively waiting, checking emails and tracking pages, all with a very specific goal in mind.

According to the “Post‑Purchase Experience in E‑Commerce 2025” report:

• 81% of customers visit the tracking page at least twice between purchase and delivery.
• The average time spent on the tracking page is 2 minutes and 40 seconds.

That’s more than the time many shoppers spend on a homepage and more importantly, it’s time spent with full intent, not passive browsing.

Where exactly does the customer look?

Eye-tracking research reveals a clear F-pattern, commonly seen in UX studies:

• The top-left corner, typically where the logo is placed, is the first point of attention.
• The majority of user focus is on the shipping status and carrier information.
• Lower and side areas of the page are often underused by merchants, yet ideal for promo codes, product suggestions, or CTAs.

The takeaway? If your tracking page is generic or white-labeled (i.e., identical across multiple stores), the customer remembers the carrier, not your brand.

The same applies to transactional emails. Consider:

• Status update emails boast an 80–85% open rate, far outperforming typical newsletters (18–25%).
• Branded, personalised emails can drive up to 202% higher CTR compared to generic messages.

What does this mean for your business?

Your tracking page and status emails are the most cost-effective communication channels you own post-purchase. The customer lands there intentionally and with their full attention.

If you don’t leverage this moment, you’re handing over control of the customer experience to a logistics provider. And remember: you made the sale, you deserve the credit.

Where you’re losing revenue — and how to fix it

The delivery phase is when customers reassess their trust in your brand. If you say nothing at that point, no value, no brand recall, no next step,  you’re not just “missing a loyalty opportunity.”  You’re leaving real money on the table. Here are the three most expensive mistakes:

1. No personalisation in post-purchase communication

A subject line like “Your package has been shipped” looks the same regardless of where the order was placed. Often it comes from the carrier, using their branding and tone – your store disappears from view.

Data that matters:

• Transactional emails have 83.4% higher open rates than marketing campaigns.
• They generate 341% more clicks and 2270% higher conversions.
• Personalised emails deliver 6x more transactions than non-targeted ones.

What it means:

Customers don’t need a generic “shipment confirmation.” They need reassurance that they made the right choice by buying from you.

You can use that moment to:

• Reinforce your brand’s voice, style, and positioning.
• Offer a follow-up incentive (e.g., free shipping on the next order).
• Differentiate yourself from faceless marketplaces.

Solution:

Treat status emails as part of your sales funnel, not as technical confirmations.

• Design them like mini landing pages: headline, visuals, personalised content, and a clear CTA.
• Don’t copy-paste the carrier’s template, the customer already knows the package is on the way.
• Include a link back to your store, not just a tracking number.

2. Generic tracking page = wasted real estate

Most tracking pages are white-label templates from logistics providers: a single column with a status update and no context. But this space offers:

• Over 2 minutes of user engagement or missed opportunity.
• A canvas you can use for upselling, answering FAQs, or showcasing premium delivery options.

If left unbranded, this space promotes the carrier, not your store.

What it means:

A functional page becomes a strategic space for:

• Reminding customers who you are and what your brand stands for.
• Promoting bestsellers, offers, discount codes.
• Upselling to express delivery or value-added services.

Solution:

Treat your tracking page like a microsite, a digital showroom.

• Add product recommendations, return policies, and CTAs.
• Think of it as free ad space with guaranteed views.
• If the customer is looking, make sure they’re looking at you.

3. No CTA = no next action

Even if the customer opens the email and checks the status, you do nothing to guide them further. No “See similar items.” No “Reorder.” Not even a “Shop now” button. That’s like a customer walking back into your store, and you staying silent.

Data that matters:

• The average CTA click-through rate is 3–5%, with over 15% of businesses achieving even better results.
• Transactional email marketing delivers a 3600% ROI — $36 return for every $1 spent.

What it means:

Transactional emails hit at the peak of customer intent. If you don’t include a CTA, you’re wasting high-value engagement.

What can you gain?

• More return visits to your store.
• Higher conversion rates, because CTAs reduce friction.
• Better retention, basket size, and cross-sell opportunities.

Solution:

Integrate strong, relevant CTAs into every transactional email:

• “Reorder,” “Shop Similar,” “Complete the Look.”
• Suggest accessories or complementary products.
• Make returning to your store one click away, no searching, no distractions.

Turn logistics into marketing

Delivery isn’t just logistics. It’s an extension of your brand communication.

Tracking pages and transactional emails can act as:

• a landing page,
• a retargeting campaign,
• a visual brand experience

all rolled into one, if you stay in control.

Otherwise, you’re giving away valuable impressions and engagement to your shipping partner.

How to activate this channel? Try Alsendo Business Pro

With Alsendo Business Pro, you can turn your tracking page into a branded marketing tool, in just a few clicks:

• Add your logo, brand colours, and voice.
• Showcase products, promos, and CTAs exactly where customers are looking.
• Embed Instagram or YouTube content to build trust and strengthen visual storytelling.
  

It’s not just tracking, it’s your most underused advertising space. Start using it wisely.

Discover how Alsendo Business Pro works »

https://blog.hubspot.com/marketing/personalized-calls-to-action-convert-better-data

https://www.retaileconomics.co.uk/retail-insights/thought-leadership-reports/ecommerce-delivery-benchmark-report-2025-metapack-auctane-retail-economics

https://www.omnisend.com/wp-content/uploads/2023/06/Omnisend-2023-yearly-stats-report.pdf

https://www.researchgate.net/publication/386291541_PERSONALIZATION_IN_EMAIL_MARKETING_HOW_TO_INCREASE_OPEN_RATES_AND_ENGAGEMENT

https://insight.venturebeat.com/email-personalization-practitioner-guide

https://databox.com/email-cta-examples

1. Fragmented shipments = 2x higher costs

Every individually shipped parcel carries full transport, customs, and handling costs. Without consolidation, companies miss out on volume discounts, burn through their margins, and lose control over the delivery process. Instead of one well-managed shipment, they end up with ten costly micro-operations.

Why are companies paying double?

• Sending multiple individual parcels means a higher per-shipment cost, no volume discounts, and separate charges for each service – transport, handling, customs. On a monthly scale, this can double your logistics spend.
• The risk of delays, errors, and complaints also increases, adding customer service costs and damaging your brand experience.

Fragmentation limits growth

Overspending on fragmented shipments and lack of quality control create a real barrier to scaling international sales. Eliminating fragmentation is the first – and critical – step toward profitable cross-border operations and a prerequisite for offering Next Day Delivery.

2. Want to offer Next Day Delivery? Start by optimizing your supply chain

Next Day Delivery in cross-border e-commerce is possible – as long as your logistics process is fully optimized, from order capture to last-mile delivery. Customers abroad expect the same speed as in domestic markets – and they don’t care where the parcel comes from.

When does cross-border NDD make sense?

• Geographic proximity: Poland, as a Central European e-commerce hub, is ideally positioned for fast shipping to Germany, Czechia, Slovakia, or Romania.
• Customer expectations: consumers in these countries are used to high delivery standards – speed and predictability often outweigh price.
• Technology readiness: IT systems, automated carrier selection, and local delivery partnerships enable real-time delivery optimization – even across borders.

Alsendo report data confirms this:

• Most frequently served markets: Germany (59.8%), Czechia (46.5%), Slovakia (43.8%) – all reachable within 24h with a well-designed process.
• Most common parcel weights: 1–5 kg (38.2%) and 5–20 kg (37.6%) – ideal for express courier services.
• 52% of companies consider market-specific delivery methods a key factor when selecting a logistics provider.

Random carrier choice = zero control, no Next Day Delivery

Next Day Delivery is impossible if your logistics relies on manual order assignment, random carrier selection, and a lack of control over inventory. If you want to play in the premium cross-border league, you must invest in:

• local presence (e.g. buffer stock or fulfillment centers),
• integration with last-mile carriers in destination markets,
• automation of shipping processes and data-driven carrier allocation.
  

3. How to avoid overpaying – practical steps

Companies aiming to scale international sales while offering fast delivery must move away from the “one order = one parcel” model. This means developing a strategic cross-border logistics plan built on consolidation, automation, and optimization.

Shipment consolidation before the border

Instead of shipping each parcel separately to different countries, consolidate orders at the national level and send them in bulk to a distribution hub or local logistics partner. Final delivery is then handled locally.

Automation and intelligent carrier selection

Modern cross-border logistics cannot depend on manual processes. Label printing, carrier selection, and tracking should all run automatically – reducing errors and freeing up your team.

Solutions like Alsendo Innoship offer:

• Automatic carrier assignment based on data (cost, delivery time, service quality incl. returns, claims, pickup point availability),
• Integration with online stores and marketplaces,
• In-store label printing,
• Real-time tracking for both logistics teams and customers.

The results? Real savings and better predictability:

• 10% reduction in delivery time,
• Lower logistics costs with no compromise on quality,
• Increased repeat purchases thanks to improved customer experience.

Thanks to such systems, logistics is no longer a bottleneck – it becomes a competitive advantage.

Adapt to local market expectations

Effective cross-border delivery is not just about speed – it’s also about customer convenience. 47.3% of companies rate the delivery method (e.g. parcel locker availability) as a very important factor when choosing a logistics partner.

4. Stop overpaying for logistics. Start shipping smarter

In cross-border e-commerce, speed and efficiency are no longer a bonus – they’re expected. Customers in Germany, Czechia, or Romania want parcels delivered as if they came from next door.  And companies still relying on fragmented, manual processes are paying twice – financially and reputationally.

But there’s a better way:

• Instead of multiple individual shipments – consolidate.
• Instead of random carriers – automate and optimize.
• Instead of system chaos – one platform, one partner, full control.

Take the first step: eliminate fragmentation

According to Alsendo’s report, companies expanding internationally need modern, scalable logistics tools. That’s exactly what we deliver:

• Integration with top European carriers,
• Centralized management of shipments and returns,
• Cost and time optimization without sacrificing quality.

If you want to compete seriously in international markets – you need a logistics partner as capable as you are in sales.

Free download: Polski e-commerce bez granic

1. Raport Alsendo “Polski e-commerce bez granic”

The psychology of expectation shows that the faster you satisfy a customer’s need, the more likely they are to return. In this article, we explore why fast delivery is no longer a luxury but a standard and what data confirms this.

The instant gratification effect – immediate satisfaction of needs

Today’s consumers live in a world of immediacy – with a single click, they can order food, buy products from across the globe, pay bills, or book consultations online. This lifestyle strongly shapes purchasing behaviour, a phenomenon known in psychology as the instant gratification effect. The quicker a customer receives their order, the greater their satisfaction and the stronger their positive association with the brand.

Why does this work in e-commerce?

Research shows that online shopping is not just transactional – for many customers, it’s a form of reward, and delivery is a key part of this gratification. Walter Mischel’s famous 1972 Marshmallow Test demonstrated that even adults prefer smaller rewards sooner rather than waiting for larger ones later. In e-commerce, this translates into a preference for fast delivery even at a higher cost.

Data highlights:

• 23% of consumers are willing to pay extra for faster and more reliable delivery to avoid frustration related to waiting and uncertainty about product arrival.
• 70% of customers say delivery experiences influence their loyalty to a retailer.
• 43% report they would abandon a purchase if the delivery time is too long or unpredictable.

Not surprisingly, market leaders like Amazon Prime and Poland’s InPost build their competitive edge by minimising the time between purchase and product delivery. This need for immediacy extends beyond physical goods – the same pattern is seen in streaming services, instant payments, and online bookings, where customers expect immediate results upon making a decision.

The phenomenon of frictionless shopping – buying without friction or delays

Every moment of waiting becomes friction – a barrier that blocks the purchase decision. Today’s consumer expects not only an attractive product but a completely seamless buying experience – from clicking “buy now” to receiving the package. Any obstacle, uncertainty, or delay is friction that can discourage completing the transaction.

In the digital age, where convenience, speed, and predictability dominate consumer expectations, delivery time has become one of the most critical brand touchpoints.

Research shows:

• The average global cart abandonment rate is 70.19%.
• 22% of abandonments occur due to slow delivery.

This means more than one in five shoppers quit precisely because they fear delivery delays, clearly showing the importance of fast, predictable shipping. Importantly, reports emphasise that a lack of transparency about delivery times deters customers even when product prices are competitive.

Why is fast and predictable delivery key to customer loyalty?

Year after year, not only do customer’s expectations for delivery speed rise, but so does their demand for full predictability and clear communication. Modern consumers want to know when they will get their product and won’t tolerate uncertainty.

Data confirms this:

• 66% of consumers expect delivery options to be not just fast, but clearly defined and predictable.
• 70% say negative delivery experiences are sufficient reason to stop shopping at a retailer altogether.
• Customers who have experienced delays or unclear delivery communication are 47% less likely to return, even if the product met their expectations.

This means that errors in logistics don’t just affect single transactions, they can cause permanent customer loss.

Market leaders know time is money – examples from Amazon Prime and InPost

Major e-commerce players have long understood that eliminating delays and uncertainty in delivery translates into higher sales, loyalty, and competitive advantage.

• Amazon Prime: A subscription program based on lightning-fast delivery, often within 24 hours or same-day. This model builds customer loyalty and effectively minimises friction, barriers linked to wait times.
• InPost (Poland): The popularity of parcel lockers and flexible delivery options keeps growing because they allow customers to pick up parcels quickly and conveniently, without long waits. By focusing on automation and punctuality, InPost effectively meets the psychological need for immediacy in e-commerce.

The expectation paradox: faster delivery = higher demands

Interestingly, the more the market conditions customers to expect express deliveries, the more impatient they become, and the quicker they switch retailers over the slightest problem. This is a paradox:

• Customers want their products faster and more reliably, but…
• the faster they get them, the less tolerant they are of delays or uncertainty.

Thus, delivery speed is not just a one-time competitive advantage, it’s a daily trust test retailers must pass flawlessly.

What’s the takeaway for your online store?

Modern customers aren’t loyal to brands that fail at delivery. Building trust takes weeks or months, but it can be lost in a single day of delay. Therefore, investing in fast, predictable, and transparent delivery processes isn’t a luxury – it’s a prerequisite for survival in today’s market.

In practice, managing these challenges is made easier by modern tools like Alsendo Business Pro, which allows efficient coordination of logistics processes, automatic selection of the best carriers, and provides customers with constant access to shipment status information. Such solutions help minimise the risk of delays and enhance the shopping experience, which translates into greater customer loyalty.

1. https://www.metapack.com/ecommerce-delivery-benchmark-report-2025
2. https://baymard.com/lists/cart-abandonment-rate
3. https://www.scribd.com/document/670482519/ShipStation-Ecommerce-Delivery-Benchmark-Report-2023-EN

Here’s why PUDO and parcel lockers directly impact your cross-border sales performance and how to use them to your advantage.

This could make or break your cross-border sales

When expanding internationally, never assume your domestic delivery model will succeed abroad. Each market operates under its own consumer habits, and ignoring local logistics expectations is the fastest way to make costly e-commerce mistakes. Consider these real-world examples, often overlooked in global expansion strategies:

Czech Republic & Slovakia – no PUDO, no sales

In the Czech Republic, a growing number of consumers prefer collecting their parcels from PUDO locations or parcel lockers. While Packeta remains a key player, customers increasingly expect a wide choice – including local shops, kiosks, and petrol stations acting as pickup points. It’s no surprise that more and more Polish online retailers are turning to the Czech market, given its close proximity and similar consumer habits.

Germany – Packstation is not a luxury, it’s a standard

DHL’s Packstation network boasts over 12,000 lockers, with nearly half of e-commerce customers choosing this delivery method. Privacy matters: many Germans prefer anonymous parcel collection over interacting with couriers or neighbours.

Hungary – PUDO and payment go hand in hand

Hungarian consumers frequently combine PUDO collection with cash or card payments upon pick-up. Without offering this option, you’re limiting your conversion potential – especially in B2C.

Nordics – logistics means sustainability

Countries like Finland, Sweden, and Denmark actively support PUDO expansion to reduce carbon emissions. Consumers recognise that consolidated parcel pick-up is more eco-friendly than individual home deliveries. If your store doesn’t promote such options, you risk losing credibility.

3 quick wins for your e-commerce business today:

• Market Research: before entering a new country, investigate which local players dominate Out-of-Home (OOH) logistics (e.g., Packeta, DHL, PostNord).
• Simplify Integration: use Alsendo’s platform to easily add popular PUDO options across multiple markets with a single integration.
• Localised Messaging: highlight preferred local delivery methods in your ads and product pages to boost trust and conversion rates.

How PUDO and parcel lockers drive real sales results?

The “last mile” – how your customer receives their parcel – can make or break a transaction. Emotional factors are at play here, often underestimated by sellers. “Delivery anxiety” is one of the top reasons for cart abandonment. Customers want to buy but worry about delivery complications. PUDO and parcel lockers alleviate these concerns, significantly improving conversion rates. Here’s how:

Flexibility = comfort

Customers don’t need to adapt to a courier’s schedule – they choose the time and place for collection. In markets like Germany, the Czech Republic, and the Nordics, this is non-negotiable for shopping convenience. Without this option, customers may turn to competitors.

Tip: Communicate clearly on your product pages: “Pick up your parcel from a locker or collection point – no waiting for the courier.”

Reduced failed deliveries

Missed deliveries waste time, money, and erode customer trust. PUDO and lockers minimise this risk by giving customers control over pick-up timing. Alsendo’s data shows that deliveries to pick-up points reduce non-collected parcel returns by up to 40% compared to standard home delivery.

Increased parcel security

Parcel lockers reduce the risk of theft or damage – critical in urban areas where doorstep deliveries are vulnerable. In Germany, with high trust in public services, Packstation is often viewed as a safer option than home delivery.

Greater sense of control

Consumer psychology is clear: customers want control over their purchase journey. Choosing the delivery method, selecting their preferred pick-up location, and tracking parcels in real time all enhance satisfaction and loyalty.

2 practical actions you can take now:

• Promote PUDO and locker availability early in your advertising and on product pages – don’t wait until checkout.
• Analyse logistics performance: track which delivery methods yield the fewest issues and highest conversions, and adjust accordingly. Studies show introducing faster, more flexible delivery can increase conversion rates by up to 47% while significantly reducing cart abandonment.

The hidden operational advantages of PUDO in cross-border sales

Most retailers view parcel lockers purely from a customer perspective. But logistically, PUDO and parcel lockers are powerful tools for cost optimisation, reducing operational complexity, and boosting margins in international sales. Here’s what you gain:

Lower last-mile delivery costs

Deliveries to lockers or collection points are cheaper – couriers don’t need to visit every individual address. For your business, this means:

• Reduced shipping costs, especially in countries with high local transport expenses (e.g., Nordics, Germany).
• Ability to offer competitive delivery rates without compromising service quality.

Important: Alsendo data shows that PUDO deliveries in CEE markets can be up to 20% cheaper than standard courier services. This is especially relevant considering 75.8% of cross-border shipments from Poland fall within the 1–20 kg range – the ideal segment for optimising OOH deliveries.

Fewer returns and failed deliveries

Every uncollected parcel represents lost logistics spend, increased customer service workload, and reputational risk. PUDO drastically reduces this by empowering customers to collect parcels at their convenience.

The result:

• Higher first-attempt delivery success rates.
• Fewer returns due to missed deliveries.
• Simplified, lower-cost after-sales processes.

Faster market rollouts

Instead of negotiating complex, country-specific contracts with local couriers, tap into ready-made solutions providing access to extensive European PUDO and locker networks from day one.
Example: Alsendo Innoship enables integration with leading local delivery partners like Packeta, DHL Packstation, PostNord, and more.

4 strategic steps for your e-commerce store:

1. Break down delivery costs not only by country but specifically for cross-border operations – PUDO offers tangible savings.
2. Build a scalable logistics infrastructure from the outset – don’t wait for high sales volumes to integrate parcel locker options.
3. Utilise smart tools for dynamic order allocation to the most cost-efficient carrier with PUDO access.
4. Track performance – lower last-mile costs, fewer returns, and faster delivery all translate directly into higher profitability for your international sales.

Cross-border success requires more than visibility

Cross-border expansion isn’t just about marketing or search engine rankings. The real competitive edge lies in adapting your offer to each market’s logistics expectations. More than ever, customers demand flexible, convenient delivery options like PUDO and parcel lockers – solutions proven to increase conversion rates and minimise delivery issues.

Want to leverage this potential for your business?

Download our free e-book “Crossing Borders. How Polish e-commerce expands across Europe” by Alsendo.
Discover up-to-date market insights, actionable tips, and proven strategies to help you prepare your store for successful international sales.

Download the eBook

This article outlines how parcel pickup experience directly impacts purchase decisions, customer loyalty, and the profitability of your operation. Based on insights from the 2025 Alsendo report, we explain why delivery can no longer be treated as a cost centre, it’s a critical sales enabler.

Why is pickup convenience now a key factor in conversion and loyalty?

In modern e-commerce, the way a customer collects their order has moved from secondary consideration to a key brand touchpoint. It directly influences purchase decisions and future loyalty. When parcel pickup is unclear, rigid, or poorly matched to customer expectations, conversion rates drop and future sales go with them.

According to the 2025 Alsendo report “IT Support in Logistics, Marketing, and Customer Service in E-Commerce”:

• 56% of companies have implemented digital pickup point maps,
• 38% still haven’t,
• and 6% are unaware whether they even use such tools.

Customers expect one thing: a nearby pickup point, open at the right time, clearly marked and visible during checkout. When these expectations aren’t met, cart abandonment rises, regardless of product quality or marketing efforts.

Key stats reinforce the business impact of this part of the journey:

• 59% of companies rate pickup point location as a high-utility feature,
• 57% say in-checkout selection of the pickup point is critical,
• 43% value filtering options such as “open 24/7” or “with parking.”
• 38% confirm that delivery options affect customer satisfaction,
• 48% link returns management to increased loyalty,
• 45% report improved logistics control and post-purchase service thanks to digital tools.

These aren’t “nice-to-haves”, they’re conversion and loyalty drivers.

Why this demands strategic focus

• A customer who had a poor pickup experience rarely returns and often shares their dissatisfaction.
• A customer who receives their order without friction is far more likely to reorder or refer.
• The cost of acquiring a new customer is 5–7 times higher than retaining an existing one.
• Loyal customers generate, on average, 67% more revenue over time.

What you need to know

Investing in an intuitive, flexible parcel pickup experience is not just about UX, it’s a core element of your sales strategy and customer lifetime value.

Learn how changing consumer expectations are reshaping delivery priorities

Implementation cost? In reality, it’s the cost of inaction

Many companies hesitate to implement modern delivery tools because of the perceived cost: system integrations, map interfaces, automated notifications. Understandable. But in a competitive market, failing to invest in delivery experience is not saving money, it’s losing market position.

From the Alsendo report:

• 47% cite implementation costs as a barrier,
• 41% believe their business is too small to justify the investment,
• 33% lack internal resources or know-how.

As a result, 50% of companies have no plans to upgrade their IT systems, effectively forfeiting the customer experience battle at checkout. Meanwhile, those who invest are already gaining ground.

The hidden costs of poor delivery UX

A weak delivery experience causes losses across multiple areas:

• Increased workload for customer service,
• More errors, returns, and failed deliveries,
• Higher acquisition costs to replace dissatisfied customers.

Customers who:

• struggle to collect their parcels,
• can’t track their shipment,
• don’t receive clear return instructions,

…are unlikely to return and far more likely to cost you more long-term.

Investments that pay off

Companies that have embraced delivery innovation report measurable returns:

• 45% improved control over logistics processes,
• 38% achieved lower operating costs,
• 39% optimised warehouse and transport capacity.

In other words: a one-time investment drives long-term efficiency, lower overhead, and better customer outcomes.

What you need to know

In the face of rising consumer expectations and intensifying competition, choosing not to invest in delivery-enabling systems isn’t a cost-saving measure – it’s a conscious limitation of your company’s sales and operational potential.

Delivery convenience as a competitive advantage

On today’s saturated market, product alone won’t set you apart. The quality of the overall experience, especially in how customers collect their orders, is where real differentiation happens.

Digital pickup systems already offer high-value functions:

• Nearest-location suggestions (59%),
• In-checkout point selection (57%),
• Filtering by availability and accessibility (43%),
• Opening hours comparison (40%).

And customers increasingly expect more:

• 28% of companies note that information on in-store services (like packaging or fitting rooms) matters,
• 33% see value in features like parking access or wheelchair accessibility.

Impact on buyer behaviour

Even seemingly minor features can significantly influence:

• Speed of purchase decisions,
• Cart abandonment rates,
• Overall satisfaction,
• Likelihood of repeat orders and referrals.

What you need to know

Delivery add-ons aren’t just extras. They convert. Customers aren’t looking for gimmicks, they want convenience and predictability. Companies that design their delivery process around real-world customer needs don’t just sell more. They build brands customers trust and return to.

How to stop losing customers at the last mile?

In 2025, conversion and retention in e-commerce are no longer driven solely by price, UX, or ad spend. The true differentiators lie in the delivery experience – particularly convenience, flexibility, and clarity around parcel pickup. These details have a direct impact on sales performance and operational efficiency.

Key takeaways for e-commerce leaders:

• Parcel pickup should be treated as a core sales lever, not a backend logistics cost.
• The less friction a customer faces in selecting a pickup point, the more likely they are to convert – and return.
• Failing to invest in last-mile delivery tools is not neutral – it’s a measurable loss in both revenue and brand equity.

What you can implement today with Alsendo:

• Alsendo Delivery Widget – empowers customers to choose their preferred pickup point via an intuitive, filterable map (based on hours, location, accessibility, etc.).
• Alsendo Business Pro – provides full logistics control, courier system integration, and automated customer communication.
• Alsendo Returns – simplifies the returns process to reduce service load and boost post-purchase satisfaction.

Today, it’s not technology that separates market leaders from the rest – it’s decisions. And the way customers pick up their parcels is one of those moments where a seemingly small experience creates a meaningful business impact.

Despite recognizing the potential benefits, many organizations hesitate to act, held back by cost barriers, structural limitations, or a lack of operational readiness. In this article, we examine the core challenges faced by companies introducing innovation in logistics. We outline the most common obstacles, their impact on supply chain efficiency, and offer a practical approach to building innovation capacity in businesses operating within the fast-paced e-commerce environment.

1. Cost is a strategic decision, not just a financial one

Investments in logistics innovation are rarely made impulsively. They’re usually the result of multifaceted evaluation, where cost is only one, albeit prominent, factor. While innovation may seem too expensive “for now,” the real cost lies in not innovating at all, except that invoice is issued by the market, not the vendor.

As many as 47% of e-commerce companies cite cost as the primary reason for delaying the adoption of new solutions. In reality, this includes not only expenses for licenses, integrations, and training, but also internal process reorganization, time commitments, and implementation risks, harder to quantify, but just as real.

Which begs the question: Can you afford not to invest?

Return on investment in logistics innovation is rarely immediate. But postponing the decision almost always delays the return even further. Companies seeking scalable growth must treat technology not as a cost, but as a gateway to efficiency, customer loyalty, and operational agility. Failing to make that decision is like building a new warehouse without planning the electrical installation, operations might start, but the lights won’t stay on for long.

The right question isn’t whether innovation pays off, but whether you can afford to keep doing things the old way.

2. Scale isn’t a barrier, it’s a starting point

Not every company has an in-house IT department, a team of analysts, or a dedicated digital transformation manager and that’s perfectly fine. The real challenge isn’t lacking a sophisticated structure, but believing one is required to start.

41% of companies admit their limited scale holds them back from adopting modern logistics tools. This typically means no dedicated project team, limited operational capacity, or difficulty justifying the cost when the immediate benefits appear small.

But this is a false assumption. In reality, smaller organizations often have the greatest potential for agile change. They’re less bureaucratic, quicker to adapt, and able to test innovations incrementally. Thanks to increasingly modular and flexible IT systems, scalability is no longer an obstacle, it’s an advantage.

Avoiding innovation often leads to a vicious cycle: companies don’t invest because they’re small, and they stay small because they don’t invest. Yet innovation doesn’t have to be revolutionary, it can be evolutionary. It’s about shifting the question from “Are we big enough?” to “What can we do today to grow tomorrow?”

3. Integration – the silent test of digital maturity

Innovation doesn’t end with purchasing new technology, it actually starts there. The greatest challenge is seamlessly integrating it with existing systems. Integration is not just a technical task, it’s a test of operational maturity and readiness for change.

Many legacy IT systems were never designed to work with modern tools. They’re outdated, fragmented, or run in closed environments. When a new solution, such as a returns management system or shipment tracking module is introduced into such an ecosystem, the issue becomes not whether the tool works, but whether it works with everything else.

That’s why integration often becomes a delayed barrier. It may seem simple during the planning phase, but in practice it can trigger a cascade of unforeseen dependencies, especially in companies that have not previously undergone digital transformation. Systems may not communicate with the ERP, require middleware, additional modules, or data restructuring, all of which require time, resources, and skills often underestimated in project planning.

Why does this matter?

Because poor integration doesn’t just delay implementation, it disrupts operations. It affects order processing, customer service, and overall workflow continuity. It’s like trying to replace an engine while the car is moving, you need a plan and solid preparation.

Organizations must start not by asking what they want to buy, but what they need to connect it to, and who will handle it. Only then can innovation become reality, not just a promise.

4. Technology doesn’t work alone – it needs people to power it

There is no shortage of tools, what’s lacking are people who know how to use them. The biggest gap today isn’t access to innovation, but the skills required to implement and operate it. In the digital era, it’s not technology that creates an advantage, but an organization’s ability to understand, adopt, and utilize it effectively.

33% of companies cite lack of internal resources as a key barrier to implementing logistics technology. This includes not only IT specialists and project managers, but also gaps in essential skills among frontline employees. Logistics staff, warehouse workers, and order fulfillment teams are the ones who ultimately determine whether the new technology works in practice, or just exists in theory.

Without understanding the why and how behind a new tool, even the best-designed WMS or returns platform may be perceived as an obstacle. Technology without competence is like an engine without a driver it may be powerful, but it won’t get you anywhere.

That’s why building a learning culture and internal knowledge transfer must be integral to every transformation initiative. Training programs, vendor partnerships, and the development of internal “innovation ambassadors” are investments as vital as the technology itself.

Because real implementation starts after the system is launched and people are its true driving force.

5. Not innovating is also a decision

In the fast-paced world of e-commerce, not investing in technology isn’t a neutral decision. It’s a choice with real costs, they just don’t appear on an invoice, but in performance metrics, customer satisfaction, and growth potential.

Companies that forgo innovation in logistics operate with limited process visibility, reduced flexibility, and increased operational risk. Only 52% of organizations regularly monitor inventory levels, and 50% track delivery performance. This means half the market is flying blind on basic operational metrics.

Lack of automation results in error accumulation, unpredictable delays, and poor communication across the supply chain. Without analytics tools or decision-support systems, businesses operate like captains without radar, everything seems fine when the sea is calm, but when the weather shifts, disaster is imminent.

What’s more, failure to innovate directly impacts the customer experience. Without modern tracking tools, convenient pick-up options, or context-aware communication, customers simply take their business elsewhere and stay there.

Today, technology is no longer a competitive edge. It’s the price of entry. Ignoring it doesn’t slow down change, it only excludes you from its benefits.

The challenges of implementing logistics innovation are complex, but not insurmountable. What seems like a barrier today can become a competitive edge tomorrow, if the company makes the conscious decision to begin the transformation journey.

The Alsendo report clearly shows that technologies supporting logistics, marketing, and customer service are widely available, and feasible to implement even in smaller organizations. The key questions now are not just “if” or “when”, but “with whom” and “how”.

Alsendo’s ready-made solutions, particularly within the Business Pro packages are tailored to the real needs of growing companies: enabling flexible implementation, lowering technical barriers, and simplifying integration without the need to overhaul entire systems. These are tools designed not just with technology in mind, but with the real rhythm of business.

The transaction is perfectly aligned with Alsendo’s buy-and-build strategy, aimed at consolidating the fragmented shipping solutions market and expanding cross-border services in Europe. It strengthens Alsendo’s position as one of the most dynamic Polish tech companies operating in the logistics sector. 

“At Alsendo, our ambition is to become Europe’s leading delivery management and shipping platform. That’s why we are steadily building our position in the logistics technology market. With the experience gained in the competitive markets of Central and Eastern Europe, we are ready to scale our model in Western Europe. Entering the Italian market confirms the effectiveness of this strategy, and our partnership with Spedire is just the beginning of our pan-European journey,” says Magdalena Magnuszewska, CEO of Alsendo. 

The Italian parcel market – with an annual volume of about 1.1 billion, similar to Poland – remains highly fragmented, particularly in the shipping platform segment. It is dominated by local players, with Poste Italiane holding the leading market share, and the logistics infrastructure is still developing, also driven by InPost’s launch in Italy in November 2024. The share of PUDO points and parcel lockers remains significantly lower than in CEE. Additionally, Italy shows a relatively high penetration of international shipments – around 13.5% – indicating solid demand for cross-border services, which are a core pillar of Alsendo’s technology-driven expansion. 
 
“The Italian market is still in the early stages of APM development, but its scale and the large number of international e-retailers (e.g. in the fashion and beauty industries) create ideal conditions for the further expansion of our digital solutions, such as Innoship and BusinessPro, along with our cross-border services. Spedire fits perfectly into our development vision,” adds Magnuszewska. 
 
Spedire.com and SpedirePRO are innovative logistics solutions created by Esite, which has been operating in the market for over 10 years and handles more than 400,000 shipments per year. The platforms collaborate with leading carriers such as UPS, FedEx, InPost, and Poste Italiane, offering a comprehensive range of services – from pick-up and delivery point operations to cash-on-delivery and triangulated shipments – all supported by extensive customer service. Designed to meet the needs of both individuals and businesses, they play a key role in helping thousands of Italian companies manage their national and international shipping operations. 

“Joining Alsendo Group is a natural step in our evolution. In recent years, we’ve focused on technological innovation and broadening our range of services. Now, by becoming part of a larger group with international expertise, we’re in a stronger position to scale our business, strengthen our presence in the Italian market, and offer even greater value to our customers – especially business clients who rely on advanced, reliable shipping solutions,” comments Luca Lorenzini, CEO and founder of Spedire.com e SpedirePRO. 

Over the past three years, Alsendo has completed a series of acquisitions in the CEE region (including Lithuania’s Siusk24 and Cargobooking, Czechia’s Zaslat, and Romania’s Innoship and Ecolet), on top of leading position in Poland. Today, the group spans across the entire EU, providing hundreds of thousands of business clients – across nearly 10 European markets – access to integrated technological and operational last-mile logistics solutions. 

Entering the Italian market marks another step in Alsendo’s international expansion, made possible by the strategic support of Abris Capital Partners, which has been the company’s majority shareholder since 2020. Esite – developed in partnership with Triboo S.p.a, one of Italy’s leading e-commerce and digital services groups – brings not only local expertise to the group, but also a technological backbone. The synergy of competencies and a shared vision for market consolidation means Alsendo is taking a confident step toward building a next-generation integrated pan-European logistics platform. 

According to data, personalised content can boost engagement rates by up to 80% and conversion rates by several percentage points. Companies that integrate sales, logistics, and customer service data create coherent, accurate customer experiences that directly impact results. Personalisation is no longer a nice-to-have – it’s a critical component of any successful e-commerce strategy.

From click to trust

A report by Alsendo reveals that 61% of companies regularly use personalised email notifications, and 44% of them see a clear increase in customer engagement. In a digital world where inboxes resemble traffic jams, a well-targeted message is like a green light, it stands out and leads the way forward. Even basic personalisation efforts, such as using a customer’s name, offering dynamic recommendations, or aligning messaging with their shopping history, do more than drive clicks. They capture attention in a marketplace where everyone is fighting for it.

This is no longer a matter of choice. It’s a race. If you don’t deliver a better, faster, more human experience, someone else will. Customers don’t wait. They expect brands to anticipate their needs before they express them. They expect communication that fits into their digital lives, not just ads. Personalisation is no longer just a tech feature, it’s a measure of a brand’s maturity and the key to building long-term loyalty through understanding, not discounts.

Why personalisation works? The brain likes the familiar

The effectiveness of personalisation lies in cognitive science. The “self-referencing effect” makes people more likely to notice and remember information that refers directly to them, their name, location, or previous purchases. That’s why a subject line like “Anna, your favourite item is back in stock!” outperforms a generic seasonal promo.

Personalisation also triggers so-called “micro-moments”, brief, emotional bursts that influence decision-making. The right message, sent at the right time, not only activates a desire to buy, but also generates satisfaction from feeling accurately targeted. In an age of constant distraction, relevance – not volume – drives results.

Personalisation = higher engagement = greater loyalty

Personalisation doesn’t just sell, it creates an emotional connection between brand and customer. Subtle gestures like reminders about low stock, cart abandonment emails that reference specific items, or personalised welcome offers help customers feel remembered and valued.

One example of smart personalisation is offering location-based pickup points. 59% of companies already appreciate this feature, it’s not just a logistical benefit, but a message: “We understand your routine. We know where you are.” Each of these signals reduces cognitive effort and helps customers act instinctively.

This ties into the “frictionless experience” principle: the fewer steps between a customer and their goal, the more likely they are to complete it and return. Convenience builds loyalty, and today, loyalty is earned through seamless experiences, not loyalty points.

The data doesn’t lie: why does personalisation really work?

Personalisation is no longer a luxury reserved for tech giants, it’s a core tool that should be part of every modern business strategy. Yet only 8% of companies personalise their tracking pages, despite these being among the most frequently visited touchpoints. It’s like having a prime storefront with no display in the window.

Psychologically, this reflects a phenomenon known as “inattentional blindness”, companies so focused on day-to-day operations that they overlook high-impact opportunities. There’s also the “status quo bias”, a natural tendency to stick with what’s familiar, even if change would be beneficial. The result? Businesses fall behind not because they lack the tools, but because they lack the boldness to use them.

In the age of automation and rising competition, skipping personalisation is like running a store blindfolded: you can’t see the customer, you don’t know what they want, and you don’t know why they just walked out.

A new approach: personalisation not just as a tool, but as a service

Modern customers don’t just buy products, they seek meaningful experiences. Personalisation is no longer a marketing add-on; it’s becoming a full-fledged, integrated, and scalable service. Companies treating it only as a campaign tool quickly fall behind those who design entire ecosystems around customer needs.

From a psychological standpoint, the “framing effect” shows that how you present an experience shapes how it’s perceived. If your store’s interface, delivery updates, and communication style match the customer’s lifestyle, the experience is viewed as seamless and trustworthy.

Examples? Flexible delivery options, pickup point personalisation, or delay notifications written in a human tone. These touchpoints build a “positive memory trace,” which later translates into loyalty. The “IKEA effect” also applies here: customers value experiences more when they feel involved in shaping them.

Smarter logistics, enabled by personalisation

Today’s e-commerce and logistics landscape demands flexibility and real-time responsiveness. To meet this challenge, more businesses are adopting personalised logistics solutions. The good news? With modern platforms, there’s no need for custom development or heavy IT resources.

Alsendo Business Pro is a ready-to-deploy logistics personalisation platform offering tailored service packages for businesses of various sizes and industries. Key features include:

• Carrier & Pickup Point Integration
  Quick setup with 212,000+ out-of-home locations and flexible carrier configuration.
• Personalised Notifications & Tracking Page
  Branded emails and customisable tracking pages aligned with your tone and customer communication style.
• Analytics & Delivery Monitoring
  A reporting panel for tracking delivery performance and logistical efficiency.
• Automated Returns Handling
  Available in the Max package for streamlined return processing.
• Flexible Packages & Subscription Model
  Three scalable plans (Standard, Optimum, Max) with monthly billing.

Alsendo Business Pro gives companies instant access to advanced tools that previously required months of development. It enables rapid deployment of personalised communication, delivery tracking, and customer experiences, without building IT infrastructure from scratch.

The result? Increased operational efficiency and a stronger, more memorable customer journey that drives loyalty and measurable business growth.

1. https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
2. https://dpogroup.com/blog/frictionless-customer-experience/
3. https://www.studocu.com/pl/document/szkola-wyzsza-psychologii-spolecznej/psychologia-spoleczna/spostrzeganie-siebie-r6/5455247
4.  Raport Alsendo 2025: Wsparcie IT w logistyce, marketingu i obsłudze klienta w e-commerce

What if you could turn these high-engagement messages into a new revenue stream? In this article, we’ll show you how to personalise your transactional emails to drive more sales, without increasing your ad spend. 

Transactional emails: an untapped asset that can transform your sales performance 

Before diving into specific strategies, let’s take a look at some key data that sheds light on this opportunity: 

• Average open rate for marketing emails: 15–25%. 

• Average open rate for transactional emails: 40–65%. 

This data clearly shows that transactional emails outperform traditional marketing emails in terms of engagement – by an average of 25-40%. Why? Customers anticipate these messages because they contain critical information about their purchases, such as order status and delivery times. This natural expectation creates a unique opportunity for businesses. 

Instead of treating transactional emails as mere notifications, companies should recognize their potential for personalisation and additional sales opportunities, which can significantly impact revenue growth. 

However, most businesses view transactional emails as a necessity rather than an opportunity. They are often impersonal, lack branding, and fail to leverage their sales potential. Yet, with a few strategic improvements, these emails can be transformed into a powerful revenue-generating tool. Research shows that personalised transactional emails can achieve an open rate up to 70% higher than standard marketing emails. Additionally, businesses that optimise their transactional email strategy can increase their annual revenue by up to 20%. 

Beyond increasing email open rates, personalisation plays a crucial role in strengthening customer relationships. Let’s explore how it can drive long-term loyalty and boost customer lifetime value (CLV). 

Building long-term customer loyalty with personalisation 

Personalised email communication is also one of the most effective ways to enhance Customer Lifetime Value (CLV). When customers receive relevant offers and tailored rewards, they feel valued and are more likely to make repeat purchases. 

Studies show that businesses using advanced personalisation in loyalty programs experience a 15–20% increase in customer retention. Additionally, repeat customers tend to spend 67% more than new ones. 

To maximize CLV, brands can use email personalisation to: 

• Encourage repeat purchases – By reminding customers about replenishable items or offering discounts for frequent orders. 

• Provide VIP treatment – Rewarding high-value customers with exclusive deals and early access to new products. 

• Send milestone-based rewards – Offering special discounts when a customer reaches a purchase milestone (e.g., 5th order). 

Personalisation: the key to increased revenue 

Modern technology enables businesses to tailor email content to customers’ individual preferences and behaviours effectively. Personalisation goes beyond simply addressing the recipient by name, it involves leveraging data on purchase history, browsing activity, and product preferences. 

Personalised transactional emails can boost open rates by more than 20% and increase click-through rates by up to 139% compared to standard marketing emails. Moreover, studies indicate that personalised email campaigns generate 5.7 times higher revenue than non-personalised messages. 

1. Dynamic product recommendations 

Transactional emails serve as an excellent platform for cross-selling and upselling, helping to increase order value and improve conversion rates. By analysing past purchases and customer preferences, businesses can incorporate tailored product suggestions into their transactional emails. 

These recommendations can include: 

• Complementary products (e.g., a phone case or wireless earbuds for a purchased smartphone). 

• Premium versions of purchased items (e.g., suggesting a smartwatch with additional features). 

• Subscription or replenishment reminders (e.g., refills for cosmetics, coffee filters, or pet food). 

Such strategies can increase average order value by 20–30% and enhance customer retention by 15–20%.  

2. Automated abandoned cart reminders 

Transactional emails are powerful reminders for abandoned carts. A simple incentive – discount, free shipping, or customer reviews – can double or triple conversions. Research indicates that well-designed abandoned cart reminders can double or even triple the cart recovery rate, helping businesses reclaim lost sales. 

3. Birthday and anniversary offers 

Sending personalised emails for birthdays or purchase anniversaries is an effective way to foster customer loyalty. Customers are more likely to engage with offers tailored to special occasions, and exclusive discounts or gifts can encourage repeat purchases. While personalised emails like birthday offers enhance engagement, their effectiveness depends on how well you understand your audience. That’s where segmentation comes in. 

4. The power of audience segmentation 

Not all customers are the same, and a one-size-fits-all email strategy is no longer effective. Segmentation allows businesses to categorize customers based on factors like: 

• Purchase history – repeat customers should receive loyalty-based offers, while first-time buyers need welcome incentives. 

• Browsing behaviour – customers who frequently view a product but haven’t purchased should receive personalised discount reminders or urgency-driven messaging. 

• Demographics – age, location, and preferences shape how customers respond to different offers, so emails should be tailored accordingly. 

• Engagement level – dormant subscribers may need a re-engagement campaign, while active buyers should be rewarded with exclusive perks. 

Now that we understand the importance of personalisation, let’s explore how transactional emails can be directly monetized in e-commerce. 

How to monetize transactional emails in e-commerce? 

Transactional emails are much more than just order status updates – they can become a powerful revenue stream when designed strategically. Personalisation, intelligent product recommendations, and dynamic discounts are just some of the approaches that allow businesses to increase order value and build long-term customer relationships. 

Upselling and cross-selling opportunities 

Upselling and cross-selling are among the most effective strategies for increasing order value. Transactional emails provide the perfect moment to implement these techniques, as customers are already engaged with the brand and are more likely to make an additional purchase. 

• Upselling involves offering a higher-tier or enhanced version of a purchased product (e.g., suggesting a premium smartwatch model after a customer buys a standard version). 

• Cross-selling recommends complementary products (e.g., promoting a protective laptop sleeve or wireless mouse after a laptop purchase). 

A great way to implement these techniques is by adding a “You May Also Like” or “Complete Your Purchase” section to order confirmation emails. Research shows that well-executed recommendations can increase cart value by 20–30% while enhancing the overall customer experience. 

Loyalty programs: an underutilized revenue driver 

Transactional emails are an excellent tool for promoting loyalty programs and encouraging repeat purchases. 

For example, order confirmation emails can inform customers about: 

• Reward points earned – e.g., “You have earned 200 points on this purchase. Redeem them for discounts on your next order.” 

• Exclusive membership perks – e.g., “As a loyalty program member, you’ll receive early access to new collections and special promotions.” 

• Activity-based rewards – e.g., “Make another purchase within 30 days and enjoy free shipping on your next order.” 

Businesses that implement personalised loyalty programs report a 15–20% increase in customer retention, translating into a stable and predictable revenue stream. 

Exclusive offers and time-sensitive discounts 

Personalised promotions and time-sensitive discounts are some of the most effective tactics for driving repeat purchases. Customers who have just completed a transaction are highly likely to act on an exclusive deal if presented with a compelling offer. 

Transactional emails can include: 

• Dynamic discount codes – personalised, limited-time offers (e.g., “Get 10% off your next order within the next 7 days”). 

• Related product promotions – upsell opportunities like “You ordered shoes! Get 15% off socks and accessories for the next 48 hours.” 

• VIP early access offers – exclusive perks for loyal customers, e.g., “As a valued customer, you get early access to our new collection before anyone else.” 

Such initiatives not only boost revenue but also strengthen customer relationships, encouraging long-term engagement. 

Unlock the full potential of personalised transactional emails with Alsendo Business Pro 

Personalised transactional emails present a powerful opportunity for e-commerce growth, but their effectiveness depends on a well-executed strategy. The key question is: how can you implement personalisation in a way that truly impacts your business results? 

If you want to maximize the potential of personalised transactional emails and transform them into a revenue-driving tool, leveraging advanced solutions is essential. 

Alsendo Business Pro offers: 

• Automated, branded transactional emails tailored to your business. 

• Dynamic product recommendations integrated directly into email content. 

• Advanced analytics tools to optimise conversions. 

• Seamless integration with major e-commerce platforms for effortless deployment. 

Don’t let the potential of transactional emails go untapped. Start increasing your revenue today! 

Learn more about Alsendo Business Pro and discover how to implement these strategies effectively in your e-commerce business. 

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https://porchgroupmedia.com/blog/email-marketing-statistics/

https://www.rebuyengine.com/blog/how-to-increase-average-order-value

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https://www.campaignmonitor.com/resources/guides/personalized-email/

https://www.rocketcrolab.com/post/boosting-customer-engagement

https://printure.pl/jak-programy-lojalnosciowe-wplywaja-na-zaangazowanie-klientow-i-zwiekszaja-sprzedaz