«Waiting for pleasure is pleasure itself», as Leopardi says. The affirmation can be shared until the wait becomes too long, especially in the world of e-commerce. Shipping is one of the most critical moments of online commerce, which is why the choice of the reference courier must be strategic. The customer considers the e-commerce platform from which he bought responsible for everything that happens between the time of purchase and the time of delivery. The courier is nothing more than the operating arm of the merchant and to identify the right one it is necessary to carefully evaluate all the proposals, selecting the most suitable one for the company business. In fact, depending on what is sold online, the needs are different: for example, if it is food, the decisive factor in the choice will be the speed of shipment, in the case of precious objects it will be safety. For simplicity, it can be assumed that the main elements to consider are: cost of the service, delivery times, quality of service, territorial coverage, management of claims and inventories.
The shipment
When calculating the cost of the shipment, the size and weight of the package, the destination, delivery times and any extra services (for example insurance) must always be taken into consideration. In many cases, ancillary costs must be added to these items, such as the fuel surcharge, for delivery in hard-to-reach areas (such as the smaller islands) or for changing address. Fast shipping is a factor that strongly influences the purchase decision. It is a necessary service for some types of product, such as fresh food, and desired for impulse purchases, such as a new dress that the customer can't wait to wear. In general, offering the express delivery option, even for a surcharge, is a great idea, especially in the context of e-shoppers used to receiving online purchases even after just 24 hours.
The coverage
Territorial coverage and claims management are also to be evaluated when choosing the shipping partner. Some couriers, for example, work only in limited geographical areas, excluding others that they are unable to serve; others, while offering a delivery service throughout the country and abroad, could have a policy for managing stocks, losses or damages that is not up to the company's needs. The main couriers in Italy are: DHL, BRT, SDA, GLS and UPS. DHL is among the most reliable and precise, it guarantees express shipments both in Italy and in the rest of the world and a very efficient assistance service; BRT has generally competitive costs, but may not be the most suitable for international shipments, which it entrusts to third parties; SDA is part of the Poste Italiane group, has very low rates and a widespread distribution in Italy; GLS and UPS offer a service similar to that of DHL, they are equipped with a very articulated structure that guarantees rapid shipments.
The choice
Each company can decide whether or not to bear the cost of the shipment. In the majority of e-commerce, this cost is fully or partially borne by customers, who will be more or less willing to face it depending on the product ordered and the quality of the service offered. Deciding who to entrust shipments to is a process that starts with identifying business priorities and ends with finding the best compromise for your business.
Frances Muscas