E-Commerce Shipping Study 2021: Learning from the Best

E-Commerce Shipping Study 2021: Learning from the Best
Published on: Apr 18, 2021
Updated: Aug 18, 2022

Our parcelLab E-Commerce Shipping Study 2021 analyses the German top 100 online shops in the areas of checkout, shipping and returns. How exactly does this work? We conducted test orders at the most successful German online retailers at the end of last year for this purpose. Which companies are the best in terms of operations experience?

Learning from the best - the winners

Most major online retailers have significantly improved the customer experience in recent years. Nevertheless, there is still potential for optimisation when it comes to shipping and returns services. Some online retailers already set the bar pretty high when it comes to checkout, shipping, delivery and returns. Almost every shop operator can learn something from these best practice cases.

Best in checkout: s.Oliver

s.Oliver came out on top in the checkout section of the 2021 E-Commerce Shipping Study. Reasons for this: At s.Oliver, customers can choose their preferred logistics provider themselves. Furthermore, the shop can score points with alternative delivery offers and express deliveries. Another big plus point for the shop is the fact that all information is summarised again in the checkout.



Best in shipping process: IKEA

IKEA is convincing in the shipping process, because customer loyalty is written in capital letters here. By integrating an item list into the shipping notification, the company can offer its customers an outstanding shopping experience. The appreciation for the customer is also expressed through personalised communication adapted to the customer's needs. The track & trace page is also very clear and designed in the shop's branding.



Best in delivery: flaconi

flaconi can secure the title as winner in delivery. The packaging in the branding of the online shop is particularly convincing and thus improves the brand image of the company. But flaconi also keeps the aspect of sustainability in mind and does not use any filling material made of plastic. The company thus focuses on a positive unpacking experience. This is rounded off by the inclusion of discount codes and vouchers.




Best in return: H&M

H&M makes the running when it comes to returns. Here, for example, it is possible to pick up the return. Furthermore, the return of items at H&M is always free of charge and simple, as the return label is already sent directly in the package. The customer is also informed at all times about the status of the return. Refunds are also made quickly and without any problems.



Overall winner: MediaMarktSaturn

MediaMarktSaturn emerges from the study as the overall winner. The company offers its customers an outstanding shopping experience and has its operations experience under control. All important information is made available to the customer at all times - both by e-mail and in the customer account. In addition, MediaMarktSaturn optimises its mobile ordering processes in the retailer app: all processes, from checkout to shipping to returns, have been adapted for mobile use and offer the customer a positive user experience.



How-to: Improve Operations Experience

Not only customer satisfaction, but also efficient processes on the retailer side stand or fall with operational order processing, the Operations Experience (OX). This starts with service and winds its way through warehouse processing to shipping and returns. Yet companies still have little transparency and little to no control over the OX, as the E-Commerce Shipping Study 2020 shows. Many retailers still leave important contact points to the logistics service provider. A big mistake that results in not only insightful consumer data but also upselling opportunities being lost. Customers, in turn, receive only cryptic messages that leave them still in the dark about the order status.

Therefore, it is elementary that retailers control all relevant process steps in fullfilment themselves. Only in this way can problems be detected and circumvented at an early stage and the customer proactively informed at all times. This is ultimately reflected in renewed shop visits and an increase in turnover. We offer workflow control at all relevant points in the process as well as individual, personalised customer communication. If a delivery is delayed, customers are automatically informed. At the same time, there is the possibility to guide shoppers back into the shop via further relevant content and to encourage them to make a new purchase.

This benefits all sides: companies ensure a consistent brand experience and maximise cross-selling potential - not least because of the outstanding customer experience.


Sounds interesting, but you need help implementing your Operations Experience? No problem! We're happy to help. Contact us!

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