With online sales expected to reach $467B by 2024, up significantly in the last year due to the rise in ecommerce during the pandemic, it is a market worth tapping into. But one of the biggest pain points around ecommerce is the often confusing and complicated logistics involved in getting your product from point A to point B. And this can often require an intense amount of knowledge around how shipping and fulfillment works.
Knowing which carriers to use when, wanting to minimize the manual operations behind the scenes and needing to automate processes in order to grow, are all struggles that most, if not all, retailers face both in their online and offline operations. That’s why our friends at ShipStation have put together a guide on how to navigate and evaluate the best strategies for shipping and fulfilling your ecommerce orders.
It doesn’t matter if you’re just getting started with your ecommerce launch or looking to improve your workflow to allow room for growth, shipping and fulfilment can be a difficult task. To help, we’ve outlined three best practice strategies that will help optimise your shipping and fulfilment.
Ultimately, your goal is to provide the best delivery experience to your customers. This is what keeps them loyal customers and happy reviewers.
Think of ways you can extend your branded experience throughout the lifecycle of your customer’s order. Do you include a business card or promotional offer in every package? Is your returns process easy to follow? Are your shipping labels and packing slips branded with your logo? These branded elements may seem trivial, but they will help your customers keep your brand — not the product — at the top of mind.
Paying attention to your shipping overhead is a top priority, so never offer something that would be unsustainable to your bottom line. According to the Baymard Institute, shipping costs are one of the top reasons for cart abandonment. Everyone may love free shipping, but if it’s not cost-effective for your business, it just simply isn’t an option.
However, because the delivery experience can make or break you, it is important to tailor your shipping options and carriers based on what you know your customers want. A few popular ways retailers choose to price their fulfilment options are:
Whether or not you choose to pass along the costs of shipping to your customers, or add it into the cost of your products, providing delivery options that fit the needs of your customers is key.
When you sell through multiple channels, from your own store to marketplaces like Amazon and Ebay, you will likely want a way to seamlessly import and fulfil all of your orders from one place.
Inventory management is one of the simplest ways you can automate your process. However, there are a number of unique ways you can integrate automations into your shipping workflow. These are essentially “if, then” statements. A few of the most common are:
With these best practices in mind, you may be asking yourself, “what is the right shipping solution for my business?” When it comes to third-party solutions, there are many options with varying features from inventory management and branded tracking to customised automation rules and customer marketing.
With the BigCommerce app marketplace, you can easily integrate these third-party solutions into your online store. But, it is helpful to know what you’re looking for when evaluating all the options. Here are a few questions we recommend asking before you decide:
If you operate on multiple platforms, want to offer multiple shipping options, and know your business would benefit from time and cost savings from automations and discounted shipping rates, you should highly consider an investment in a shipping software. This will significantly impact the fulfilment process, often cutting hours of manual work into minutes.
Ensuring that the software integrates with your current selling channels is key. Once you have confirmed that they can support your business model, you can start evaluating whether the features they offer best meet your needs. For example, if you’re only selling on one channel, inventory management may not be as big of a priority for your business. Similarly, if all of your products are relatively the same size, you may not need to set up any automation rules around package weight.
Write down what the manual process looks like for you or your team (from copy and pasting orders to rate shopping) and your monthly package volume. Compare what you need to the features offered by various shipping software solutions.
If you operate both an ecommerce shop and physical store, it’s important that your offline and online strategies operate in sync with each other. There are a number of ways in which your online store can support your offline operations, and visa versa.
One of the easiest ways to do this is through offering in-cart delivery options — giving your customers the opportunity to complete the ordering process online, but pick up and return items in store. These are more commonly known as Buy Online, Pick Up In-Store (BOPIS) and Buy Online, Return In-Store (BORIS).
A reported 65% of consumers say they use BOPIS to counter shipping fees, which means that in-store pick-up could be a great option if you’re unable to absorb the costs of free shipping for your ecommerce business. In fact, in 2018, 48% of surveyed BOPIS shoppers said they use BOPIS to save on shipping costs.
Similarly, with convenient and free returns becoming more of an expectation than a perk, retailers are having to find ways to absorb costs for a package potentially having to make a round trip journey.
One option has traditionally been to include scan-on-return shipping labels in every package. This allows the customer to simply apply the label and ship off an unwanted item, and ensures that retailers only get charged for postage once a return label has been scanned. Another option is to offer online returns in-store.
The above options not only help create a seamless omnichannel experience rooted in convenience for your customer, they allow you to cut down on costs associated with postage, packaging, and personnel.
However, it’s important to note that BOPIS and BORIS necessitate needing an inventory management tool that spans across your online and offline systems. This provides real-time information to you and your customers.
First and foremost, there is no one-size-fits-all approach to shipping and fulfilment. There are a lot of factors, unique to your business, that will affect your strategy.
However by following these best practices, choosing the right shipping solution and ensuring your fulfilment strategies for ecommece and your physical store(s) mirror each other, you will be well on your way to fulfilling orders efficiently and providing a delivery experience that generates more sales for your business — both online and off.
It isn’t an absolute requirement to use a third-party shipping solution, but depending on your business, it can potentially save you time and money. Consider a third-party solution particularly if: you operate on multiple platforms, want to offer multiple shipping options or want to create automation rules and want to take advantage of reduced shipping rates.
One of the most important things to take into consideration when choosing a shipping solution is to ensure the software integrates with your current selling channels. Once you have confirmed that they can support your business model, you can start evaluating whether the features they offer best meet your needs. Consider writing down what your current process looks like and what features might help you streamline and automate it.
You want your online shipping to provide a positive experience for your customers throughout the buyer journey. That means not only providing a range of shipping options in-cart, but also delighting them with branded fulfilment and frictionless returns. Another best practice is to automate your processes to streamline your shipping workflows.
The customer experience doesn’t end at checkout. Shipping and fulfilment is an important part of what makes happy customers turn into repeat customers (and possibly even brand evangelists). Some things that make for a positive shipping experience: options for speed and cost of delivery, clear communication throughout the process, branded packaging and a delightful unboxing experience and friction-free returns.
Free shipping is a popular option; however, if it doesn’t make sense for your business model, you definitely don’t have to do it. There are many options you can choose that will both feel reasonable to your customers and work with your bottom line. The key is to understand your audience, your industry and your competition to know what your customers will expect and what will give you an edge.
Some ideas for shipping options include free shipping with a product minimum, flat rate shipping, real-time rates based on their address and order volume and fulfilment through in-store pickup (such as BOPIS or curbside).
BOPIS means buy-online-pickup-in-store. The customer completes the transaction online, then drives to the store to pick up their order. They can receive it by going into the store, or sometimes by having an employee bring it directly to their car.
BORIS means buy-online-return-in-store. Like BOPIS, this is a way for you to leverage your offline stores to improve convenience for customers and save on return shipping. Customers can bring products they purchased online to your physical store to process the return or exchange.
By offering in-person fulfilment options like BOPIS, curbside pickup or BORIS, you can save on shipping costs and also encourage customers to visit your physical store.
In order to make sure your inventory updates are linked between stores you will want an inventory management system. You should also make sure you have an integrated POS system that works across your offline and online stores.