When I speak with ecommerce leaders, one theme consistently arises: shipping. It’s the moment of truth in the customer journey. You can have the best product and the slickest website, but if shipping feels too slow, too expensive, or too uncertain, customers will abandon their cart in seconds.
That’s why I don’t look at fulfillment as just a cost center. Managed strategically, it becomes a competitive advantage. One that builds loyalty and keeps margins healthy.
Here are a few best practices I’ve seen make the biggest difference.
Negotiate Carrier Rates Like a Pro
It’s an open secret that carriers expect you to negotiate. If you’re settling for the published or “small business” rates, you’re leaving money on the table. A multi-carrier strategy creates leverage, even if you only use one as a backup account. And don’t stop at base rates; most of the real costs are buried in surcharges and accessorials.
The key is knowing your shipping profile better than the carrier does. Tools that analyze parcel spend can uncover where you’re overspending – and help you simulate the impact of contract changes before you sign. Always read the fine print too. Early termination penalties or waived money-back guarantees can quietly drain your bottom line.
Be Smart About Free Shipping Thresholds
Free shipping can drive conversions, but only if it’s set up thoughtfully. I recommend analyzing profitability down to the SKU level. Large or bulky items shipped to distant zones can turn “free” into a loss.
Test different thresholds seasonally or by product category, and promote free shipping early in the customer journey. If shoppers only discover it at checkout, then you’ve missed an opportunity to influence their decision sooner.
Improve Delivery Times Without Overspending
Today’s customers expect speed, but that doesn’t mean you need to break the bank on a two-day guarantee. A multi-node fulfillment strategy, regardless of whether through your own facilities or a 3PL, can cut down shipping zones and improve delivery times.
In some cases, regional carriers, alternative last-mile services, or zone skipping can offer faster, more affordable options in dense markets. Even splitting inventory between your own warehouse and a 3PL partner can strike a helpful balance between cost control and geographic coverage.
Focus on Customer Satisfaction, Not Just Speed
At the end of the day, transparency often beats raw speed. Shoppers value accurate tracking, clear delivery estimates, and proactive communication when something changes. In fact, providing an honest ETA at the product page stage – not just at checkout – can reduce uncertainty and boost trust.
I always encourage teams to dig into their carrier’s on-time performance and time-in-transit data for their specific shipping lanes. If you know where delays tend to happen, you can set better expectations and improve customer satisfaction without necessarily spending more.
Shipping will always be one of the trickiest parts of ecommerce. But when treated strategically – through smarter contracts, thoughtful thresholds, efficient fulfillment, and transparent communication – it stops being a pain point and becomes a true driver of growth.
