Shipping & Courier: The Complete Guide to E-commerce Shipping, Tracking & Logistics Optimization

 Most Indian e-commerce sellers treat shipping as a backend task. It’s usually that “set it and forget it” task you handle once the site goes live.

But that mindset? It’s quietly killing your growth.

In reality, the shipping and courier strategy needs the same attention as your product pricing strategy, marketing and brand positioning, and customer experience. Every time your product doesn’t arrive on time, there are failed attempts, or customers’ courier interactions are poor, it directly impacts conversions, RTO, repeat purchases, and long-term brand trust.

Industry data from RedSeer Consulting shows that nearly 35–40% of Indian online shoppers don’t return after a single poor delivery experience, which can occur for any reason. That’s not a logistics issue, it’s a revenue problem since customer acquisition costs the company, while repeat customers become the main revenue source.

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