What Major Retailers Must Learn About The Post-Purchase Experience

"Brandon Batchelor, Director of Sales & Strategic Partnerships at ReadyCloud, the shipping, returns and growth marketing e-commerce CRM Suite I've seen more returns than most people ever will. Why? Because I head up the sales division at a company that makes one of the more popular returns solutions for enterprise sellers on Shopify and other platforms. With that in mind, let's discuss something many big retail brands overlook: the post-purchase experience."

"Customers expect more these days with the brands they trust and buy from, and how you deliver on the buying experience (including post-purchase) matters more than ever. The real challenge lies in the deeper layers of the customer journey, including how your brand communicates and what value it offers. Of course, having flexibility is another critical aspect, too. In short, you are either creating value or falling behind."

Post-purchase is a crucial part of the customer journey that often lacks attention at the enterprise level. Many growing e-commerce brands outperform larger retailers by optimizing fulfillment, tracking, returns, and ongoing communication after the buy button. Delivering value requires clear, timely engagement and flexibility in processes, otherwise brands risk creating disconnected experiences. Larger sellers frequently send only bland confirmations with no next steps or meaningful interaction. Small improvements, such as interactive confirmation emails that autofill forms and prompt intuitive follow-up, can significantly improve satisfaction. Brands that focus on post-sale communication and hassle-free returns create competitive differentiation and retain customers.

Read at Forbes