What delivery updates do your customers want to receive?

What delivery updates do your customers want to receive?
Published on: Feb 27, 2021
Updated: Feb 12, 2023

The public now rely on online shopping and deliveries in a way that they haven’t before. As a result, their expectations have changed. They have more concerns about availability, shipping processes, contact-less delivery and delays. Receiving a delivery is now not considered a luxury, but a lifeline. With this in mind, what delivery updates do your customers actually want to receive? Furthermore, how can post-purchase messaging put their minds at ease?

All in one tracking page


Provide your customers with an Order Status page to make life easier for everyone. Also known as a tracking page, this tool gives your customers access to the latest delivery updates automatically. Therefore, they don’t feel the need to call in. Their minds are put to rest as they can see progress proactively. Branded tracking pages become a reference point for customers. In other words, it helps build trust. Plus, with customers repeatedly visiting the tracking page, it presents itself as an opportunity to drive traffic back to your site. Your order status page is designed in line with your business goals. So, to boost traffic and increase your repurchasing rate, add embedded, personalized product recommendations. To increase the amount of customer reviews you receive, add a user-friendly rating tool to the tracking page.

Event-triggered delivery updates


Research has found that customers do in fact want to be updated with the progress of their delivery. Interestingly, this has only increased during the pandemic. Customers feel more anxious because of extended delivery times, low stock and difficulty reaching customer service representatives. Therefore, retailers should set the expectation that updates will be communicated proactively. This takes pressure off the customer to call in. So, what kind of updates should you share? Ultimately, it's for you to decide. But, we would recommend that any changes, such as delays or stock issues, are communicated quickly because this will likely affect when the product will arrive.

Embedded content

Building embedded content into the design of your post-purchase communication, especially your delivery updates, just makes sense. Firstly, you want to differentiate your customer experience by offering a journey that embodies your brand’s tone and style. And what better way than adding embedded branded content, whether it’s marketing material or product recommendations. Embed content into your delivery update emails to increase engagement and click-through rates. This is because the customer trusts that when they open the email, they will find valuable, relevant information. This is a great way to use delivery updates to build trust with your customers.


Keep in touch

The good news is that with our platform, retailers are free to design and deliver customer communications themselves. You know your customers better than us, so you let us know what messages you want to send and how you want them to look, and we'll do the rest.

You may also be interested in reading 6 ways to identify fake delivery notifications


A shipping update provides the status of an order placed by customers. This update typically gives an estimated time of delivery and notifies customers of any changes or delays in their online orders. Shipping updates also specify where a package is currently located.

A pending delivery update lets users know of a change in an expected delivery. Although a pending delivery update often means that a package has been given a shipping label, its status is still pending further updates.

When packages experience unforeseen delays, accurate shipping updates cannot be provided, contributing to a pending delivery update. However, this is not a permanent status update of the package.

Out for delivery means a package is on a track and headed for the consumer. This update often means that the customer will receive the parcel that same day or the next day. This status update is the final step in the delivery process.

Shipping updates might take up to two days. Packages are typically tracked by having their unique barcode frequently scanned throughout their journey. This barcode helps all parties keep track of the location of the package. However, the time between scans can vary from one day to 48 hours, depending on the carrier.

Retailers can improve shipping updates for their customers by acquiring an all-in-one tracking system that both parties can check whenever they want to receive an update. With this technology, customers can know the status of their package and the expected delivery date.

By offering an all-in-one tracking system on your website, retailers can have customers repeatedly check the status of their package. With customers consistently referencing your tracking system for updates, you can drive traffic back to your ecommerce shop and potentially increase future sales.

Delays in shipping can happen for several reasons and without warning. Global emergencies, supply chain disruptions, and local delays can all affect the timing of package delivery. Common factors that can delay a delivery include:

  • Weather issues
  • Tech problems
  • Location of delivery
  • Items in the package
  • Size of the package
  • Inaccurate shipping information
  • Holidays

You can stay up to date on your package by taking advantage of parcelLab’s solutions.

While port delays, supply chain shortages, and labor shortages caused shipping delays in 2022, 2023 may be looking at similar challenges. According to a study by Carl Marks Advisors, more than half of procurement executives don’t expect a return to a normal supply chain until at least 2024.

Almost half (40.7%) of procurement executives think impacts from the war in Ukraine will be one of the greatest threats to the supply chain industry in 2023, while 42.9% believe it will be a trade war with China.

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Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

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