Offer at least two tiers: Economy (cheaper, slower) and Priority (faster, more reliable). If your category is time-sensitive (fashion drops, gifts), add Express in key markets where you can reliably meet the promise.
Delivery promises are a conversion lever and a reputation risk. Cross-border adds handovers and customs variability, so you need clear service tiers, realistic ETAs, and lane-specific rules.
Offer at least two tiers: Economy (cheaper, slower) and Priority (faster, more reliable). If your category is time-sensitive (fashion drops, gifts), add Express in key markets where you can reliably meet the promise.
Use lane performance data to set an estimated range (for example, 5–8 working days), not best-case claims. Add buffers for customs and peak. A reliable estimate beats an optimistic one you miss.
Dates usually convert better, but only if your estimates are accurate. If your lanes vary, use working-day ranges and a clear note that customs clearance can affect delivery times.
Variability comes mainly from customs clearance and last-mile delivery performance. Poor customs data, restricted items, and local disruptions are typical causes of delays.
No. Offer Express only where you can meet the promise and where margins support it. For lower-volume or higher-risk destinations, stick to Economy/Priority until performance is proven.
Extend delivery windows, publish cut-off dates by destination, and use dynamic messaging (banner, checkout note) for known disruption periods. Operationally, prioritise high-value orders and monitor exceptions daily.
Gaps often occur at handover points or during linehaul. Reduce this by choosing services with electronic pre-advice and reliable scan capture, and set expectations that scan updates may pause during international transit.
Set clear cut-offs in UK time, communicate them at checkout and in order confirmations, and align them with warehouse processes. Cut-offs that aren’t operationally real cause missed promises.
Use thresholds (free over £X) or restrict to Economy for selected markets. Make Priority/Express paid upgrades. This protects the margin while still giving a “free” option.
Use routing rules: higher-value orders receive better tracking and reliability (often Priority with enhanced proof of delivery), while low-value orders can go Economy if scan events and customer expectations are managed.
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© 2026 Asendia Management SAS
© 2025 Asendia Management SAS