Driving Conversion through Convenience: How Logistics Impacts the Customer Journey

Logistics can make or break the entire customer experience. From boosting product visibility to streamlining returns, discover how smart logistics can drive conversions and keep your customers coming back.

Fashion e-commerce is evolving. As more brands shift toward direct-to-consumer (DTC) models, they’re facing new challenges – from meeting marketplace service-level agreements (SLAs) to keeping up with sky-high customer expectations (which vary from country to country). Add in the complexity of stock splitting across multiple channels, and the importance of logistics becomes clear.

Done right, logistics can do more than just streamline operations. It has the power to boost customer satisfaction, build trust and increase conversions at every point of the customer journey. By delivering a seamless shopping experience – from browsing to delivery to returns – you can stand out in a crowded market and make convenience your unique selling point.

Let’s explore how logistics impact each step of the process and help turn browsers into loyal customers.

1. Sales channels: Convenience attracts customers

Your logistics operations start influencing the customer journey from the very beginning. Zalando’s customer research shows that online stores are the number one source of inspiration for shoppers. The same study indicated that 58% of the surveyed markets start their journey on multi-brand destinations to shop for fashion, beauty and lifestyle products. Why? Because it’s convenient. 

According to a 2022 study by Appinio, a platform’s convenience options – which include good delivery conditions – are amongst German customers’ top 3 most important considerations.

Your logistics solution plays a major role here, as reliable fulfilment and delivery options make marketplaces like ASOS, Zalando or About You more attractive. Your convenience offering presents a huge opportunity to attract more customers on any channel.

2. Product catalogue: Visibility starts with logistics

That being said, your visibility on these platforms isn’t guaranteed. Marketplaces like About You and Zalando often have performance requirements around key SLAs like delivery times and return processing that are tied to your visibility. By meeting these standards, you can secure a better spot in the product catalogue and stand out among competitors. More visibility = more chances for conversion.

For instance, Bol.com’s Buy Box highlights top offers based on delivery speed, price and customer service, enhancing your chances of being featured and improving the likelihood of customers adding your item to their cart. A similar logic applies to Amazon.

Pro tip: Nail your logistics and the product catalogue will do some heavy lifting for you.

3. Checkout: Reduce cart abandonment with flexible delivery

A 2023 study by Zalando revealed that 14% of customers abandon their cart if their preferred delivery option isn’t available. Having a reliable logistics solution in place that offers flexible, localised delivery options is a surefire way to reduce cart abandonment and drive local relevance. 

In a study conducted by Zalando amongst Italian and Spanish customers, 40-45% of shoppers prefer Cash on Delivery (CoD), and for many, there’s simply no alternative. Offering what’s familiar and trusted can give shoppers the confidence to hit the ‘buy’ button. 

Pro tip: Know your market’s preferences. Whether it’s CoD in Southern Europe or next-day delivery for premium customers, tailor your logistics to what shoppers want.

4. Delivery: Order bundling = convenient and sustainable

Delivery is more than just the end of a transaction – it’s an opportunity to ‘wow’ your customers. One way to do that? Order consolidation. Research shows that 45% of customers would wait up to three days longer if their order was bundled. Split shipments are often seen as wasteful and inconvenient, so giving shoppers the option to bundle their orders will not only save you up to 20% on shipping costs, but also give your customers a convenient and sustainable purchase experience. 

By offering bundled deliveries and other local options – like Cash on Delivery – in key markets, you can not only delight your customers, but also align your logistics with their values – something that builds long-term loyalty.

Pro tip: Customers expect sustainability and convenience. Optimising your logistics can do both.

5. Build trust through returns & reimbursement

Let’s face it – returns are a headache. But if handled well, they can actually work in your favour. Many multi-brand platforms, including Zalando, provide customers with a form to indicate the reason for their return, giving brands valuable data to improve sizing, product assortment and overall customer experience. In fact, using return data to make smarter inventory decisions has reduced size-related returns by up to 10% for some brands. 

A smooth returns process reduces perceived risk and builds trust. When customers know they can easily return items and get reimbursed quickly, they’re more likely to buy – and buy again.

Pro tip: Turn a potentially frustrating experience into a trust-building opportunity by streamlining your returns and reimbursements.

6. Speed is everything in customer care

If something goes wrong, customers want fast solutions – especially when it comes to returns and reimbursements. A study conducted by market research company Dynata, in collaboration with Zalando, found that 66% of customers rate speed of problem resolution as the number one factor in good customer service, beating out even politeness and customer-centricity. 

Here’s where logistics once again takes centre stage: A strong logistics setup allows your customer care team to solve issues related to delivery, returns and reimbursement faster, which increases customer satisfaction and boosts repurchase intent. It’s simple: the quicker the resolution, the happier the customer. 

Pro tip: Speed up problem resolution by streamlining logistics – your customers will thank you for it.

Logistics doesn’t just make life easier for your customers, it also reduces perceived risk. Despite growing confidence in online shopping, many consumers still view fashion e-commerce as riskier than buying in-store. For instance, a 2023 study by Zalando found that 40% of Danish customers check Trustpilot before making an online purchase, with that number rising to 52% for Gen Z. The main motivations for doing so are to confirm that their item will be delivered and to find out how the company resolves order issues. 

A reliable logistics setup, with easy returns and transparent reimbursement options, goes a long way in reducing perceived risk. When customers know they can trust you to deliver (pun intended), it directly impacts their likelihood to buy and repurchase.

Pro tip: Convenience is the best way to build trust. Give your customers a seamless experience and they’ll keep coming back.