You’ve ordered a product online, expected to receive it today, and suddenly — a message: “Your shipment will be delayed.” What’s the first thought that comes to mind? Should you have chosen another store? Another delivery method? Or is the courier to blame?
A survey commissioned by Venipak and conducted by Spinter Research revealed that most buyers in such situations blame not the delivery company but the online store itself. Nearly one in three Lithuanians (37%) first think they should have chosen another store. Meanwhile, only 22% blame the company responsible for delivery, and another 30% of respondents, upon learning their shipment is delayed, think they should have chosen a different delivery method.
According to the study, people with higher education and the highest income levels are the most likely to blame online stores for shipment delays.
“The survey results show that consumers perceive the shopping process as a whole — from the chosen product to its delivery. Therefore, it seems natural to blame the online store for a delay, since it is the one responsible for the customer’s overall experience. This is an especially important message for e-businesses: reliable delivery is not only a competitive advantage and a way to ensure customer satisfaction but also a means to protect their reputation. Especially as the peak parcel season approaches, when delivery volumes rise and customer patience quickly runs out,” says Asta Raudonienė, Venipak’s Head of Marketing.
The study also showed that buyers’ patience is very limited — the majority (82%) of Lithuanians tolerate only a 1–3 day delay, while 1 in 10 refuse to wait longer than planned and expect the shipment to arrive exactly when promised. A delay of more than 3 days is acceptable to only 8% of respondents.
“The survey confirmed that Lithuanians are very impatient. It’s important for them to know exactly when the shipment will be delivered and that this promise is kept. Therefore, for e-businesses, it’s crucial to clearly indicate delivery times and stick to them. And if any issues arise, the best way to maintain customer trust is constant communication and providing as much information as possible about the shipment’s journey,” advises Raudonienė.
A representative public opinion survey of Lithuanian residents was conducted in May this year by Spinter Research. During the study, 1,015 residents aged 18 to 75 were surveyed.
