parcelLab and ShipStation® benchmark 57 of America’s largest online retailers on shipping, returns, packaging, and customer communication.
Boston, September 3, 2025 – According to new research from parcelLab and ShipStation®, the leading ecommerce shipping solution, gaps between consumer expectations and actual service across delivery speed, communication, and returns are costing leading U.S. retailers both loyalty and revenue. The eCommerce Shipping Experience Study 2025 reveals that while America’s eCommerce giants excel at driving sales, they still have significant opportunities to turn the post-purchase phase into a true brand-building advantage.
The study evaluated the country’s top 57 online retailers across electronics, fashion, homeware, health & beauty, and multi-category segments. Researchers tracked every step after consumers clicked “Buy Now” on each retailer’s purchase page, from following delivery promises to packaging, returns, and customer updates.
Key findings
Free shipping remains rare – Only 14% of retailers offer unconditional free standard shipping. Most charge $5–$10, with fashion averaging $8.07.
Delivery dates are often vague – Just 8.8% display an exact delivery date on product pages; none offer weekend delivery.
Sustainability largely absent – Only one retailer offered a carbon-neutral shipping option; over half still use plastic inside packages.
Returns are a mixed picture – 51% offer free returns; average paid return cost is $10.92, peaking at $16.36 in health & beauty. Home pickup is offered by fewer than 10% of retailers.
Communication gaps – Nearly one-third fail to notify customers when a package is delivered; two-thirds rely solely on email updates.
Opportunities for growth
The analysis shows that even the biggest names in U.S. eCommerce have room to improve – from faster, more transparent delivery to greener packaging and more flexible returns.
“The post-purchase experience is one of the most emotionally charged – yet overlooked – parts of the customer journey,” said Anton Eder, co-founder at parcelLab. “Getting it right not only builds loyalty but reduces service costs and drives repeat sales.”
“As retail expectations continue to rise, the merchants who will succeed in achieving a top customer experience will be those who turn communication, delivery, and returns into brand-building moments, not just operational steps,” added Kelly Vincent, Chief Product Officer of Auctane, ShipStation’s parent company.
Download the full report for free
The complete eCommerce Shipping Experience Study 2025 is available for free here.
About the Study
Between February and March 2025, parcelLab USA and ShipStation conducted 57 test purchases from the largest U.S. online retailers (NRF Top 100, 2024) and measured cost, speed, and clarity of delivery; packaging type and sustainability; return policies and costs; and the quality of shipping communication.
About parcelLab
parcelLab is a global leader in post-purchase experience software, empowering the world’s top brands, from IKEA and H&M to YETI and Chico’s, to turn shipping, delivery, and returns into powerful moments that drive loyalty and revenue. parcelLab’s platform manages the post-purchase experience across 175 countries and tracks shipping data from more than 550+ carriers. When enterprises use parcelLab’s solutions, they gain complete control over their customer journey after checkout. The result? Lower costs, higher repeat purchases, and unforgettable brand experiences that keep customers coming back. Discover more at www.parcelLab.com.
About ShipStation
Every day, tens of thousands of ecommerce businesses rely on ShipStation to solve the day-to-day challenges of importing orders and processing shipments. Since 2011, ShipStation’s online shipping solution has helped businesses scale and deliver exceptional customer experiences—wherever they sell and however they ship. The multi-channel and multi-carrier platform offers over 400 integrations and partnerships with leading shopping carts, marketplaces, carriers, and fulfillment services, including USPS, UPS, FedEx, GlobalPost, Amazon, Shopify, and BigCommerce. ShipStation is a member of the Auctane family of companies and is headquartered in Austin, TX. For more information, visit www.shipstation.com.
