E-commerce from the customer's point of view vs. e-commerce shipping study - do retailers really know what their customers want?

E-commerce from the customer's point of view vs. e-commerce shipping study - do retailers really know what their customers want?
Fri, 23/10/2020

Do online retailers actually know what their customers really want? We surveyed the wishes and needs of more than 2,000 consumers and summarised the results in our E-Commerce aus Kundenicht Studie 2020. We were particularly interested in questions such as "Do you expect free delivery when ordering online?" or "Would you like to be able to choose between different logistics providers?"
We then compared the results with our E-Commerce Shipping Study 2020 to find out what is important to customers and what online retailers currently offer them.

Operations Experience from the Customer and Dealer Perspective

Before our first E-Commerce Shipping Study 2018, the operations experience in German e-commerce was largely unexplored territory. We now have a good overview of which services are state of the art and which retailers set benchmarks through particularly good performance. The last piece of the puzzle missing from the overall picture is the comparison of the service offer with actual customer expectations. This study also fills this gap.

The comparison of desire and reality in detail

Which service offerings are most important to customers and what are they willing to do without? What do retailers currently offer and do these wishes match expectations?

Free delivery

How important is it to customers that they get their order delivered completely free of charge? At what purchase sum do shoppers agree to pay the delivery costs themselves and how many of the German top 100 online shops even offer this service to their customers?


34% of customers generally expect free shipping


22 of the 100 largest online shops generally offer free shipping

What would you say?

Logistician selection

Would online shoppers like to be able to choose between different logistics providers or do they not care who delivers their parcel? Who exactly is the Germans' preferred logistics provider and who do the top 100 online shops actually use to deliver their parcels?


71% of customers would like to choose their preferred logistics provider themselves


19 of the 100 largest online shops offer customers a choice of different delivery companies

How would you answer this question?

Track & Trace

What is the actual situation with tracking and tracing? Do customers use this service and what is most important to them in shipping communication? Do the most successful German online shops comply with these wishes or do they leave their customers out in the cold when it comes to tracking and tracing?


91% of customers use Track & Trace during shipping


Tracking did not work for 15 of the 100 largest online shops in the test

Returns handling

How easy should it be for customers to return items? Should the label be enclosed directly or be available as a download? How exactly do the top 100 online shops currently handle this process?


50% of customers expect online shops to enclose return labels


40 of the 100 largest online shops include a returns label with their parcel

Would you like to learn more? The rest of the questions and results can be found in the E-commerce from the customer's point of view study.

How can retailers improve their operations experience?

What recommendations for action in terms of OX can now be derived from the comparison of customer expectations and the offers of retailers?
Generally speaking, there is no such thing as the ultimate recommendation.
Depending on the industry, target group and product, some tips will work better than others. It is advisable to test and continuously optimise in order to achieve the best results.

  1. Give customers freedom of choice when selecting the logistics provider
  2. Communicate status information about the shipment
  3. Provide shipment tracking with detailed information
  4. Use the power of customer reviews
  5. Focus on sustainable shipping

Would you like more information on this?
Then download our 2020 Consumer Study right here.

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