Last-mile delivery from fulfillment center to doorstep has become a major brand risk, with post-purchase friction costing brands enormous sales. Nearly $1 trillion is lost annually in global retail sales due to stockouts alone, and total losses across post-purchase issues exceed $1 trillion. Front-end e-commerce experiences are often optimized, while post-purchase communication and support remain neglected. Customers frequently receive only a confirmation and carrier-branded tracking with limited insight, leaving them uninformed during delays or damage incidents. Poor post-purchase service erodes loyalty and trust; nearly three out of four consumers switch brands after a single poor service experience.
Most e-commerce brands today have perfected the front-end experience. Product pages load quickly. Checkouts are streamlined. Ads target shoppers across the web. But what happens after the sale often feels like an afterthought, even though it's a critical aspect of the customer journey. Many times, buyers place their orders and receive a standard confirmation, and then there's silence. When the product finally ships, it's usually through a carrier-branded tracking page with little insight.
When we look at the full umbrella of post-purchase friction, that's well over $1 trillion. These aren't just lost transactions; they represent lost connections, loyalty and long-term value. Modern shoppers aren't just comparing prices; they're comparing experiences. The post-purchase experience has an outsized influence on who consumers trust with their next order. According to a Zendesk survey, nearly three out of four consumers switch brands after just one poor service experience.
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