after-sales service

Five trends that will transform online sales in 2026 and how to capitalize on them

2025-12-29 przez Alsendo

Trend 1: Asian platforms are setting the standards customers have already adopted

In 2026, Asian platforms are defining the dominant shopping models in global e-commerce. Their strength lies in algorithmic demand generation—driven by content, recommendations, and impulse purchases—rather than responding to explicit user queries. This operating logic is increasingly shaping the behavior of Polish consumers as well.

Growth dynamics clearly indicate that this commerce model is taking over the market:

TikTok Shop: +59.4% YoY GMV — the fastest growth rate in the global TOP10.
Douyin: +12.6% — confirming the long-term viability of the “video-first” model as a foundation for commerce.
Shein: +6.5% and Temu: +13.4% — despite a slowdown, they continue to reorganize global product flows and condition customers to expect a simple, fast purchase journey.

All of these platforms share a common denominator: they reduce the purchasing decision to an absolute minimum.

Why do TikTok Shop algorithms work differently than, for example, Amazon’s?

For over two decades, Amazon has built its sales model around search. The user enters a query, and the algorithm returns a list of results optimized for relevance, price, availability, and historical SKU performance. Asian platforms have reversed this model. Sales do not start with intent, but with algorithmically generated demand—before the user even recognizes a need to buy.

This shifts the focus away from SEO and listing optimization toward three new pillars:

1. Product data quality and structure

Not for a search engine, but for recommendation algorithms that assess not only parameters, but also attribute completeness and variant consistency.

2. Content performance

Video, contextual imagery, and micro-stories determine whether a product is “understood” within seconds.

3. Behavioral signals

CTR, watch time, shares, add-to-cart actions, returns. In an impulse-driven model, these metrics carry more weight than keywords.

Customers expect speed and predictability — because Asia has set the benchmark

Over the past few years, Shein, Temu, and TikTok Shop have not competed on price alone. They have systematically raised market standards in three areas that directly influence purchase decisions:

A frictionless purchase journey

Minimal steps, no unnecessary choices, instant checkout.

Fast and reliable delivery

Customers know not only when a parcel will arrive, but also how reliably.

Automated, intuitive returns

A clear, structured returns process with transparent statuses and real-time updates.

These experiences are becoming the default quality benchmark for consumers—regardless of whether they shop on a global platform or in a local Polish store. Expectations do not decline; they migrate across channels.

What this means for sellers in Poland — the 3 key takeaways

Ensure high-quality product data: complete attributes, full specifications, contextual images, and short videos are now the foundation of visibility—not only in social commerce, but across all channels.
Prepare for demand spikes: identify fast-moving SKUs (high frequency, short picking times), prioritize them in fulfillment processes, and maintain operational capacity buffers.
Shorten and stabilize delivery times: even a 12–24 hour delivery improvement can increase conversion more than advertising campaigns. Diversify carriers and clearly communicate delivery timelines.

Trend 2: Social commerce becomes one of the primary sales channels

Social commerce is currently the fastest-growing segment of e-commerce, characterized by exceptionally high cost efficiency. It enables traffic acquisition without per-click fees, which dominate advertising models on marketplaces and search engines.

Its mechanics are built around a shortened purchase path: users consume short-form video content, receive an immediate product recommendation, make an impulse decision, and expect fulfillment aligned with mobile commerce standards.

Users spend over 20 hours per month on TikTok

Product-focused content—even short, low-budget formats—can generate reach that traditional campaigns cannot achieve at comparable cost. Crucially, stores are no longer competing solely on price or assortment breadth, but on content quality and a product’s ability to “sell itself” within seconds.

This shifts sales performance accountability toward content capabilities and fulfillment speed. Social commerce rewards:

products with a clear use case,
short, dynamic presentation formats,
transparent checkout processes,
fast fulfillment and delivery predictability.

For Polish sellers, this means social commerce can become the lowest-cost traffic acquisition channel—but only if the offer, content, and logistics are adapted to an immersive product discovery experience.

What this means for sellers in Poland — the 3 key takeaways

Create short product videos: 5–15 seconds is sufficient. Show the product in real use, naturally. This is the new “product page.”
Select 2–3 SKUs suited for impulse purchases: products with a clear purpose, low purchase barrier, and solid margins perform best in social commerce.
Optimize logistics for fast fulfillment: social commerce drives demand spikes. If scaling shipping volumes while protecting margins is a challenge, explore how Alsendo can support your operations.

Trend 3: Marketplaces tighten control over delivery — what does this mean for the last mile?

In 2026, Amazon, Allegro, and global platforms are introducing restricted carrier selection models, expanding proprietary OOH networks, and gradually taking over critical elements of the last mile. As a result, the balance of power is shifting.

Sellers dependent on a single carrier or a single OOH network face increased exposure to rising logistics costs, declining conversion rates, and reduced control over the customer experience at a critical stage of order fulfillment.

Market data indicates that e-commerce logistics is moving toward greater decision centralization on the platform side:

87% of global online sales take place on marketplaces, meaning platforms increasingly define operational standards for the entire sector.
In Poland, more than half of customers choose OOH as their preferred delivery option, strengthening the position of players that control or integrate proprietary pickup networks.
Platforms are systematically expanding their own logistics infrastructure (including Amazon Logistics and Allegro One), shifting decision-making power over the last mile.

Michał Wójcik, Partnership & Enterprise Director

“Based on current market data, we can conclude that the absence of a preferred delivery option eliminates an offer before the customer even begins to compare prices. In practice, the average cart abandonment rate is approximately 70%, with slow delivery and unexpected delivery-related costs among the primary drivers. In the last mile, delivery is increasingly acting as an offer filter—determining whether price will even be considered by the customer at all.”

One OOH network is not enough if you want to maintain conversion

Polish consumers expect a genuine choice when it comes to delivery options, as this is a critical element of the purchase decision. European studies show that 81% of customers abandon their carts if a store does not offer their preferred delivery method. This is one of the highest non-price-related cart abandonment rates.

In this context, merchants need logistical independence built on carrier and OOH network diversification. The absence of such a strategy results in:

a higher risk of delays during peak periods when a single network becomes overloaded,
lower checkout conversion due to limited delivery choice,
increased exposure to price increases or policy changes by a single operator.

Adam Zając, Cross-Border Director

“Consumer data illustrates the scale of this shift: 35% of customers in Europe choose delivery to OOH locations, and 41% redirect parcels there instead of home delivery. In this environment, a strategy built around a single OOH network limits customer choice, reduces checkout effectiveness, and increases operational risk.”

What this means for sellers in Poland — the 3 key takeaways

Expand the range of available delivery options: at least 2–3 last-mile carriers plus multiple OOH networks. This has a measurable positive impact on checkout conversion.
Highlight pickup options that marketplaces hide or restrict: Polish customers want choice. Offering it is a clear way to differentiate from marketplaces.
Build your own logistics advantage around speed and convenience: automate packing processes, shorten cut-off times, and communicate predictable delivery windows—these are areas marketplaces do not fully control.

Imprecise delivery discourages 60% of customers. With Alsendo Business Pro, you can gain a competitive edge through advanced shipment tracking and access to a broad carrier network, allowing you to tailor delivery to both your needs and your customers’ expectations.

Trend 4: Returns increase conversion in e-commerce

In 2026, returns are becoming a source of competitive advantage and one of the key signals influencing e-commerce platform algorithms. In an environment where purchasing decisions are increasingly impulse-driven (short video, AI recommendations, social content), returns take on a new role: they reduce customer-side risk while simultaneously providing merchants with data on product quality, description accuracy, presentation effectiveness, and algorithmic recommendation precision.

This shifts returns from being a “reaction to a problem” to a calibration mechanism for the entire sales process—from how product pages are built, through offer matching, to last-mile logistics design.

Returns are a free source of product intelligence

A return is not just a logistics cost—it is a diagnostic signal highlighting product and operational issues.
The most common reasons for returns in Poland include:

incorrect sizing,
product images not matching reality,
missing key information on the product page,
imprecise attributes,
excessively long delivery times,
packaging quality issues.

These data points can immediately improve conversion—if your business learns to analyze them instead of treating returns purely as a cost.

What this means for sellers in Poland — the 4 key takeaways

Make returns as frictionless as possible: OOH drop-off, mobile labels, clear rules, and zero hidden costs.
Collect and analyze return reasons: build a simple classification—size, description, quality, delivery—and improve products and communication based on hard data.
Enhance product pages to reduce returns at the source: better images, video, precise parameters, sizing charts, dimensions, and usage instructions.
Simplify returns in line with new EU regulations: implement the mandatory return button in the shopping process, enabling customers to initiate returns online quickly and easily.

Trend 5: AI is changing how customers discover your product

In 2026, AI becomes the primary filter through which e-commerce traffic flows. An increasing number of customers start their purchasing journey with an AI agent conversation or a recommendation generated by a language model—rather than through a traditional search engine or marketplace listing. This means AI decides which products are shown to users at all, based on product data quality—not sales history or advertising budgets.

Customers complete purchases up to 47% faster when algorithms help them discover and compare products.

AI will not surface your product if it has nothing to “read”

In search-based e-commerce, it was possible to operate for years with an average product page. In an AI-first model, this is no longer viable. Language models do not rely on keyword matching—they interpret products by constructing context, use cases, and alignment with user intent. In 2026, this process increasingly resembles data quality assessment rather than copy quality evaluation.

AI agents, marketplaces, and recommendation systems analyze, among other things:

complete parameters and attributes — all key product features,
consistent variants — size, color, or model variants described in a way AI can clearly distinguish,
clear and structured descriptions — understandable language, logical structure, no contradictions,
up-to-date availability information — real stock levels and delivery timelines usable in recommendations,
usage context and value propositions — what the product is for, what problems it solves, and how it differs from alternatives.

If data are incomplete, inconsistent, or outdated, the model classifies the product as risky and omits it in favor of offers it can interpret with confidence. This represents a fundamental shift. In traditional search, you competed with other stores for keywords. In an AI-first model, you compete against the model’s requirements—which determine whether your product ever reaches the customer’s cart.

What this means for sellers in Poland — the 3 key takeaways

Organize and standardize product data (start with the top 20% of SKUs): complete parameters, attributes, clear descriptions, up-to-date inventory, high-quality images, and video. Without this, AI will not include your products in recommendations.
Automate operations where costs and delays are highest: customer service, order status updates, label generation, return analysis, picking—these processes deliver the fastest ROI.
Create content “for AI,” not just for SEO: AI reads context, not keywords. FAQs, product use cases, video, and clear descriptions determine whether a model surfaces your product to users.

E-commerce in 2026 — key takeaways

In 2026, online commerce operates under conditions of volume stabilization and rising operational pressure. Competitive advantage is no longer built by stores that sell the most, but by those that sell faster, more predictably, and based on better data.

The most important changes impacting online sales:

Sales increasingly start with algorithmic recommendations and video content rather than search—raising the importance of product data and content quality.
Social commerce generates impulse demand, requiring logistics resilient to sudden order spikes.
Marketplaces are taking control of the last mile, making logistical independence and real delivery choice for customers essential—something Alsendo Business Pro provides to small and mid-sized e-commerce businesses.
Returns are no longer just a cost—they become a data source that directly influences conversion and offer relevance.
Lower marketplace commissions intensify competition and visibility costs, increasing the need for sales channel diversification.
AI becomes the primary traffic filter—products with incomplete or inconsistent data lose visibility altogether.

In practice, this means that successful e-commerce in 2026 is built on:

structured and complete product data,
fast and predictable fulfillment,
flexible last-mile logistics,
conscious management of sales channels,
automation of operational processes where the highest costs and delays occur.

Simple solutions for e-commerce

Discover Alsendo Business Pro

Why do returns spike after the holidays and how can e-commerce businesses effectively respond?

2025-11-14 przez Michał Wójcik

We buy with emotion, we return with reason

The spike in holiday returns is no coincidence. It’s driven by three core psychological mechanisms that shape purchase decisions. Understanding these helps online stores better prepare for the “high season.”

1. Unmet expectations

Every shopper enters the buying process influenced by ads, reviews, and product photos. When the real product doesn’t fully match that image, disappointment follows the most common psychological trigger for returns.

2. Post-purchase dissonance

During the holiday rush, buying decisions are often impulsive. Later, as emotions subside, doubt or regret sets in. Returning the product becomes a way to “regain control.”

3. The holiday effect

The holiday season amplifies all these mechanisms, expectations rise, emotions intensify, and tolerance for imperfections drops. Even small discrepancies (color, packaging, delivery timing) can trigger returns that wouldn’t occur at other times of the year.

Eye-tracking + personalized communication = higher sales

Read our article

How the holidays test e-commerce resilience?

During peak sales periods — especially around seasonal promotions and holiday campaigns — understanding the psychological side of consumer behavior becomes crucial. The operational and financial consequences can be significant.

Area of Impact	Description	Key Data
Operational Costs	Increased return volume strains fulfillment centers and logistics networks.	Returns account for 20–30% of online orders, with +15–20% growth during holidays.
Customer Service	Higher expectations and demand for faster refunds.	21% of customers expect instant refunds; 33% within 24 hours.
Brand Reputation	Complex or delayed return processes reduce satisfaction and NPS.	32% of customers don’t return after a poor return experience.

How leading e-commerce brands manage returns effectively?

Top-performing online retailers approach returns as a customer experience opportunity, not just a cost center. Their strategies focus on data, process optimization, and communication.

1. Returns are part of the customer journey — not an expense

A common mistake is to treat returns as a “necessary evil.” In reality, they represent a moment of truth in the customer relationship — one that often determines whether a shopper will buy again.

Automating the returns process helps:

significantly reduce operational costs,
free up customer support teams from manual processing,
give shoppers a sense of control and confidence.

This turns returns into a natural part of a positive shopping experience, not a source of frustration.

Alsendo Insight

The Innoship Returns Module enables full digitalization — from customer request to shipping label and real-time status updates. A central management panel ensures full process visibility, while customers can easily generate and send return shipments using their preferred carrier.

2. Preparing for the season means more than marketing — it’s about logistics

Studies show that returns can rise by 15–20% during the holiday season. Many sellers plan extensive marketing campaigns but neglect to prepare their logistics for the return surge. What many don’t realize is that shipments, including returns, can be automatically routed to the most efficient logistics partners in real time, without manual intervention. This results in:

faster return processing,
fewer shipping errors,
reduced risk of overloading a single carrier during peak season.

Alsendo Insight

The Innoship Returns Module automates shipment and return handling by dynamically assigning them to the most efficient carriers. The system analyzes performance, cost, and delivery accuracy to optimize routing and minimize errors.

3. Post-purchase communication reduces buyer’s remorse

Customers often doubt their choices after purchase and silence from the brand only reinforces that doubt. Post-purchase communication should reassure and confirm the buyer’s decision. To strengthen trust:

Reinforce confidence – send a confirmation email highlighting product benefits and usage tips.
Use social proof – include reviews or “Chosen by 1,200 customers” messages.
Be transparent – clearly communicate return options.
Stay in touch post-delivery – a simple follow-up can reduce return rates.
Personalize communication – tailor tone and message based on purchase history.

Alsendo Insight

With Business Pro – Branded Notifications, stores can customize transactional emails with logos, educational content, or recommendations. This keeps positive emotions high and turns each message into part of the customer experience, not just a technical update.

4. A return can be the start of a new sale

In modern e-commerce, a return doesn’t have to end the customer relationship, it can reignite engagement. Integrated logistics and marketing systems can trigger personalized follow-ups such as:

“Returned a product? Check out alternative models that better fit your needs.”

Combined with a free shipping offer on the next purchase, this can turn a negative experience into loyalty, making returns a retention strategy, not a loss.

Alsendo Insight

With Business Pro – On-Tracking Page Ads, retailers can use tracking pages as marketing channels. Personalized messages and offers (e.g., alternative products or discount codes after a return) enhance engagement and conversion.

5. Return data is a goldmine

Every return tells a story about inaccurate product descriptions, sizing issues, overpromising visuals, or unclear marketing messages. For store owners, that’s invaluable insight. Analyzing return data helps pinpoint problematic products or campaigns, refine messaging, and improve listings before the next season. Over time, these insights drive better product communication, fewer returns, and higher margins.

Alsendo Insight

The Innoship Returns Module generates detailed reports on return reasons, processing times, costs, and carrier performance. This empowers e-commerce teams to identify pain points, optimize operations, and make data-driven decisions.

E-commerce maturity begins where the transaction ends

Automated returns, transparent communication, and quick resolution are today’s new currency of trust — and trust determines what stays in your customer’s cart for good.

Automated returns for your business

Discover our solutions

Alsendo Innoship Alsendo Business Pro

Sources:

Where do customers focus while waiting for their order? Eye-tracking + personalized communication = higher sales

2025-08-06 przez Kamil Krzos

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.

Explore Alsendo Business Pro

Ready-made solutions for your business

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How return data reveals the true motivations of e-commerce customers

2025-06-02 przez Natalia Trzewik

How market leaders treat returns as an investment

The traditional approach to returns focuses on minimizing losses. The modern approach concentrates on maximizing knowledge. Each package returning to the warehouse is not only a loss in margin, but above all an answer to key business questions. It allows verification of whether marketing creates realistic expectations, whether product descriptions and photos reflect reality, whether the size chart is credible, and whether product quality from a new supplier meets standards.

Companies that understand this stop treating returns as a logistics department problem and start analyzing them as a key indicator of business health and a new definition of customer experience.

5 key return metrics you must track

For return analysis to be effective, detailed data is needed. The general return rate alone doesn’t give a complete picture. Real knowledge lies in the details, and obtaining it requires thoughtful organization of the return process and proper configuration of forms. Here are the most important metrics:

Detailed return reasons – the “wrong size” category is too general. Break it down into specific causes, e.g., “too small in the waist,” “too large in the shoulders,” “sleeve too short.” Such data allows designers and buyers to better align the offering with customer expectations.
Analysis of customers frequently making returns – identify people who regularly return part of their orders. Instead of treating them negatively, analyze their behaviors. They may provide valuable information about preferences and ways of testing the assortment.
Correlation of returns with marketing campaigns – check whether specific promotional activities, e.g., influencer collaborations, generate a higher number of returns. Combining return data with information about discount codes and traffic sources (UTM) allows for more accurate evaluation of campaign effectiveness.
Return speed (time-to-return) – monitor the time from delivery to return notification. Returns made within 24 hours may indicate a quality problem or product mismatch with the description.
Return rate per SKU/supplier – tracking returns for individual products enables quick detection of assortment generating the most problems and provides data for optimizing the offering or renegotiating terms with suppliers.

Form architecture and conditional logic

The quality of analytical data is directly proportional to the quality of the process the customer goes through when reporting a return. If the digital form (RMA) is archaic or complicated, customers strive to close it as quickly as possible, selecting random reasons just to recover their funds. This phenomenon of “data contamination” causes business intelligence systems to receive a false picture of reality.

The solution is to abandon static lists in favor of conditional logic. In this model, when a customer selects the general reason “size problem,” the system automatically displays detailed clarifying questions about whether the product is too small or too large, and then indicates the critical point, such as waist, bust, or inseam length.

Equally important is semantic separation in the interface, allowing differentiation between shipping packaging damage and a product defect inside an intact package. Forcing such clarification allows automatic allocation of loss costs to appropriate centers – the courier company or the quality control department.

Data verification and integration with WMS

The knowledge acquisition process must be completed with full API integration with warehouse management systems (WMS) and ERP. The customer’s declaration is only a hypothesis that requires verification in reality. An essential element here is implementing the photo upload function in the reporting process (mobile-first), which allows rejecting unjustified claims even before shipping the goods and provides hard evidence in negotiations with suppliers. In the optimal scenario, this data goes to the warehouse in real time.

The employee accepting the return, after scanning the code from the package, sees on the terminal the reason reported by the consumer and attached photos, which allows them to confirm with one click the compliance of the actual state with the description. This eliminates manual data entry errors and drastically shortens the time of goods acceptance into inventory, which is crucial for maintaining product flow.

How data analysis affects financial results

Each percentage point reduction in the return rate has a direct impact on financial results (EBITDA). Properly managed return data affects key financial indicators.

Net margin increase: fewer returns mean more completed transactions and lower logistics handling costs (transportation, repackaging), which directly increases profitability.
Inventory holding cost reduction: faster processing of returns and reintroduction of full-value products into sales shortens the inventory rotation cycle and reduces storage costs.
Customer lifetime value (LTV) increase: A positive return experience (ease, speed) builds trust and makes the customer return, making subsequent purchases. This is significantly cheaper than acquiring a new customer (CAC). Return process optimization is therefore a direct investment in profitability.

Technology isn’t everything: the role of teams in building data quality

Even the best analytics platform is useless without good input data. Success depends on creating a cohesive ecosystem where technology and people work together. The customer service department must be trained to ask in-depth questions about return reasons during conversations with customers and precisely note this information.

Warehouse staff, in turn, is responsible for physical verification of returned goods and correct designation of the reason in the system, distinguishing a manufacturing defect from damage in transit.

Everything is tied together by solutions for large companies that provide the product and purchasing department with constant access to analytical dashboards to make ongoing decisions regarding assortment and suppliers.

Looking to the future: AI, prediction, and return hyperpersonalization

Return management is entering the era of artificial intelligence. Market leaders today are already using predictive algorithms to forecast the probability of a product return by a specific customer even before making a purchase. Systems analyze purchase history, size preferences, website browsing behaviors, and product reviews to determine which products have the highest return risk. This allows taking preventive actions, e.g., suggesting a better size, showing more accurate dimensions, or recommending alternative products.

Hyperpersonalization of return policies is becoming increasingly common. The most loyal customers may receive immediate refund options, while those who make purchases less frequently receive personalized instructions and tips minimizing the risk of incorrect product selection.

Simultaneously, AI allows dynamic optimization of return logistics in real time. Return packages can be directed to distribution centers where their processing is fastest, or to warehouses where a given product is most needed. This allows companies to reduce transportation costs, shorten the time of product reintroduction to sales, and improve customer experience.

Turn knowledge into action with Alsendo Innoship

Treating returns as a source of strategic knowledge is the first step to success. The second is implementing technology that will allow effective use of this knowledge. The Innoship Returns Module from Alsendo is a tool that transforms complicated logistics operations into a coherent, automated process, eliminating the chaos of manual handling.

Innoship goes beyond standard label generation. It’s a system that integrates logistics, finance, and customer service in one place. Thanks to full automation – from carrier selection to status communication – your teams regain time, and the company gains full control over the flow of goods and cash. Crucially, the module allows maintaining brand image consistency. The customer makes a return in a dedicated, aesthetic portal, which builds a sense of security and professionalism.

Implementation of the Innoship Returns Module is an investment in e-commerce operational maturity. It allows transforming a necessary cost into a precise mechanism for building loyalty and competitive advantage.

Sources

https://www.capstonelogistics.com/blog/reverse-logistics-by-the-numbers/

How email personalisation can increase your e-commerce revenue?

2025-05-09 przez Michał Wójcik

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!

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Optimising return processes – how to streamline logistics and reduce operational costs?

2025-04-25 przez Natalia Trzewik

The challenge of returns – how to make them your advantage?

In some industries, returns account for a significant portion of all orders. Instead of seeing them solely as a cost, consider them an opportunity to improve operations and strengthen customer relationships. Efficient return management helps lower expenses and foster customer loyalty. The main areas to focus on include:

Return shipping and handling costs

Smart logistics management can significantly reduce expenses related to shipping, warehousing, and reintroducing products to the market. Automating processes and integrating return points can lead to substantial savings.

Process standardization

A simple and transparent return system encourages customers to return to your store. Companies that offer user-friendly return processes can build stronger relationships with their customers.

Easy access to return points

The simpler the return process, the higher the customer satisfaction. Many consumers prefer returning items at local drop-off points instead of mailing them back.

Better control over return flows

Modern analytics tools help track the reasons for returns, optimise product offerings, and improve product quality, reducing future return rates and boosting operational efficiency.

How to streamline return logistics and turn it into a business asset?

To improve your return process, you need solutions that enable automation and flexibility in shipment management. The use of advanced tools helps minimise errors, speed up handling times, and improve the experience for both customers and logistics teams.

Automation and digitalisation – the key to efficient return management

Modern return management systems automate processes and integrate with ERP and WMS platforms, making returns faster and more cost-effective. One such solution is Alsendo Business Pro, which helps businesses:

Minimising errors caused by manual return handling,
Automating the return process,
The ability to analyse factors leading to returns,
Efficient management of returned goods, enabling faster resale or recycling.

An efficient network of drop-off and Pickup Points (PUDO) – convenience for customers and businesses

Customers are more likely to return to stores that offer a simple and flexible return process. This factor strongly influences purchasing decisions, prompting companies to invest in solutions that improve this aspect of operations. A well-organised network of drop-off and pickup points has become a strategic element in return logistics.

Alsendo Business Pro integrates over 250,000 PUDO points, enabling businesses to:

Process returns faster and more predictably, eliminating unnecessary delays,
Optimise transportation costs through dynamic return route management,
Increase customer convenience, directly enhancing loyalty and repeat purchases.

With such infrastructure, you can reduce logistical issues, improve the customer experience, and streamline return operations while lowering operational costs.

Route optimisation and operational cost reduction

To achieve these benefits, businesses increasingly invest in advanced tools for route optimisation and return consolidation. These systems help lower logistics costs and speed up the return of goods to the warehouse, which is key to resale efficiency. Intelligent return flow management also reduces the number of transports and minimises the environmental impact.

An example of a solution that enhances both operational efficiency and sustainability is Alsendo Business Pro, which offers:

Smart consolidation of returns, reducing the number of transports and logistics costs,
Automated assignment of optimal return routes, accelerating processing,

Standardising and simplifying return procedures – returns without unnecessary complexity

Eliminating excessive formalities and streamlining processes is key to effective return handling. To meet customer expectations for a simple return process, businesses implement digital tools. One such system is Alsendo Business Pro, which enables:

Easy implementation of an intuitive online return request system,
Self-service label generation by customers, reducing customer service involvement,
Automated carrier assignment, eliminating manual management and optimising costs.

Turning returns into a competitive advantage

Efficient return logistics relies on modern tools and a well-planned strategy. The key is to balance operational costs with customer convenience. Businesses that manage returns effectively can reduce expenses and increase customer satisfaction, which translates into stronger loyalty.

Simplifying return procedures and automating processes noticeably accelerates handling times and reduces operational workloads, while also cutting transportation and storage costs. Moreover, leveraging return data helps with demand forecasting and inventory optimisation. Ultimately, well-managed returns are not just about reducing costs – they build customer trust and provide a competitive edge.

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