The post-purchase experience is a crucial factor for long-term customer satisfaction in online retail. A recent study on the post-purchase experience in Switzerland highlights the key steps online retailers should take. Transparency on the shop page, fast shipping, and customer-friendly returns processes can make a significant difference.
An outstanding post-purchase experience can be the deciding factor between one-time purchases and long-term customer loyalty. Logistics processes play an essential role in this. Customers today expect:
Retailers who excel in these areas can differentiate themselves from the competition and strengthen customer loyalty.
E-commerce logistics provider MS Direct, in collaboration with the University of Applied Sciences and Arts Northwestern Switzerland (FHNW), conducted a mystery shopping study of 42 leading Swiss online shops in the fashion, sports, and beauty sectors. The study examined customer experiences from checkout to returns. Based on the findings, key recommendations were derived to improve customer satisfaction and ensure long-term success in Switzerland. Below, we have summarised the most important insights.
>> Read the full study by MS Direct & FHNW
Trust is one of the most important assets in e-commerce. Customers want to be sure that there are no hidden costs and that their orders will arrive on time. Cost transparency plays a key role in building this trust and avoiding abandoned purchases. Online retailers should consider the following:
TIP 1. Shipping and return costs, as well as VAT and potential customs fees, should be clearly stated at the latest during checkout.
TIP 2. A realistic delivery period should be communicated at the time of purchase.
TIP 3. Deliveries from the EU should aim for a maximum delivery time of five days, while domestic shipments should reach customers within four days.
Modern customers increasingly expect flexible delivery options that fit their daily routines. In Switzerland, alternative delivery times are an important service. It is recommended to:
TIP 4. Offer express delivery for an additional charge.TIP 5. Provide Saturday delivery as an option.
Sustainability is a decisive factor for many consumers when making a purchase. Online retailers should ensure that their shipping and packaging solutions are environmentally friendly. This includes:
TIP 6. Offering options for recyclable packaging and eco-friendly shipping or even setting them as the standard.
TIP 7. Providing an option for CO₂ compensation or including it as a default.
TIP 8. Adding filters for sustainable products in the shop.
A simple and transparent payment process is essential, especially for international orders. Customers expect smooth transactions without hidden costs or long waiting times. It is recommended to:
TIP 9. Offer popular payment methods in Switzerland, such as TWINT, purchase on account, and debit cards.
TIP 10. Correctly implement customs and VAT regulations to avoid delays and additional costs for customers.
TIP 11. Ensure price transparency, including shipping costs, VAT, and import duties.
Customers want to know where their package is and when it is expected to arrive. A good tracking service is essential. This can be provided directly by the shop or by the shipping provider. Online retailers should:
TIP 12. Offer reliable tracking with clear status updates and an estimated delivery date.Opening a package is the most exciting part of the purchasing process. A great unboxing experience can strengthen brand loyalty, encouraging repeat purchases and social media sharing. Online retailers should:
TIP 14. Use sustainable, attractive packaging.
TIP 15. Create a "wow" experience when unpacking.
TIP 16. Include small extras such as vouchers, product samples, or personalised messages.
A smooth returns process can help retain customers long-term. Returns should be as easy as possible for customers. Factors that influence this include packaging, return locations, return deadlines, and pre-printed labels. Online retailers should:
TIP 17. Provide resealable shipping packaging and pre-paid return labels.One of the main reasons for returns is incorrect product expectations. In the fashion sector, incorrect sizing is a significant issue. Online retailers can counteract this by:
TIP 21. Offering detailed size charts, interactive sizing tools, or size recommendations based on buyer data.Good customer service does not end after the purchase. Collecting feedback provides valuable insights for improving the shopping experience. Businesses that actively gather feedback and learn from it can optimise their processes and deliver a better customer experience in the long run. Recommended measures include:
TIP 23. Conducting automatic customer satisfaction surveys after purchase.An optimised post-purchase experience enhances the customer journey and strengthens customer loyalty. An online shop should focus on customer-friendly processes throughout the entire journey, from checkout to returns. This requires not only a well-structured shop but also well-planned fulfillment processes to ensure that orders reach customers quickly. Transparency, flexible delivery options, and easy returns processes can significantly enhance competitiveness in Switzerland.
E-commerce businesses that do not want to handle complex logistics themselves can also partner with a fulfillment provider. External service providers such as MS Direct offer tailored solutions in e-commerce fulfillment and international shipping.
MS Direct is a Swiss cross-border and fulfillment provider with many years of experience. With their fulfillment services, they enable online shops to outsource their fulfillment operations quickly. Additionally, with their cross-border services, they offer seamless export solutions to countries with customs borders. Thanks to modern tools, online retailers always have full visibility of their shipments and inventory, allowing them to focus on their core business with peace of mind.
Interested? Your first step to worry-free fulfilment starts here.
Or simply contact MS Direct by phone at +41 71 274 66 66 or by email at communications@ms-direct.ch.