Meeting ecommerce customer expectations: 5 strategies for success

In ecommerce, staying ahead of customer expectations can feel like aiming for a target moving at an incredibly fast pace.

Consumers today are savvier than ever before, demanding more personalized, convenient, and seamless shopping experiences across an ever-growing number of platforms. From social shopping innovations to rapidly evolving technology, the digital landscape is in a constant state of flux—and brands are expected to keep up.

While meeting these customer demands may seem overwhelming, the brands that invest in enhancing the customer journey stand to gain far more than short-term sales. They build lasting trust, deepen customer loyalty, and create a competitive edge that keeps them at the forefront of their industries.

In this blog, we’ll explore five proven strategies that ecommerce businesses can use to consistently boost customer satisfaction and exceed expectations at every step of the buying journey.

Let’s get started!

The customer experience defined

The customer experience is spoken about constantly. And while it may seem like a buzzword, it holds much more weight.

The customer experience (CX) is made up of every interaction a customer has with a brand, shaping their overall perception and emotional response. This extends beyond just browsing a website or making a purchase; it includes everything from the efficiency of the checkout process, the flexibility of shipping options, the quality of the delivery experience, and countless other touchpoints that impact a customer’s journey.

A truly effective customer experience is designed with customer satisfaction in mind, with each step optimized to serve the customer’s needs and remove friction from the buying process. Even seemingly minor issues—like slow load times for product images—can disrupt the experience, leading to frustration and lost sales. The ultimate goal is to create a seamless, intuitive journey that meets (and exceeds!) customer expectations at every interaction.

Why does the customer experience matter in ecommerce?

In ecommerce, the customer experience is everything. When brands are selling strictly online, there isn’t an opportunity for positive in-store interactions with sales associates or the general layout and vibe of the environment. This makes it all the more vital that the ecommerce customer journey is a smooth one.

And, in 2024, ecommerce customers have high expectations. In fact, over 70% of consumers say that CX is the number one factor they consider when purchasing from a company. Ecommerce brands who aren’t optimizing their buying journey to ensure customer satisfaction will run the risk of losing loyal customers.

Speaking of loyalty, the customer experience has a direct impact on customer retention. A survey by PwC found that customers’ top reason for leaving a brand is related to the customer experience, with 37% of consumers saying it’s because they had a bad experience.

5 strategies to meet customer expectations in 2024

A smooth customer experience could be the difference between a lifelong customer and a one-time purchase. But, what exactly are customers looking for to qualify their experience as a positive one? We’ve got you covered with 5 tips to meet (and exceed!) consumer expectations.

Optimize for omnichannel buyers

Customers engage with ecommerce retailers across many channels, including social media platforms, online stores, and third-party marketplaces. This means you should have an omnichannel strategy that makes things as seamless and efficient as possible. Why? Because customers expect the same standards no matter where they decide to click that purchase button.

One way to ensure efficiency across channels is investing in a technology-enabled 3PL partner—one who offers real-time inventory visibility and order control so that you know exactly where your orders and inventory are across channels.

Another way to cater to omnichannel customer expectations is to meet them where they’re at with consistent branding and personalization across all channels. From on-site browsing history recommendations to personalized emails, this is a great way to develop an emotional connection with customers, giving them more incentive to stay loyal to your brand.

Provide real-time customer support and tracking

A crucial aspect of the online shopping experience is how effectively your brand supports customers when they have questions or concerns. One of the most common queries that customer support teams face is, “Where is my order?” (WISMO). To alleviate this, investing in real-time order tracking and proactive notifications can go a long way in keeping customers informed and satisfied as they await their deliveries.

By partnering with technology providers that seamlessly integrate with your online store—such as Malomo’s integration with Shopify—you can offer customers a fully branded, personalized order-tracking experience. This not only reduces WISMO inquiries but also reinforces your brand’s commitment to transparency and customer care. Coupled with a well-trained support team that delivers excellent customer service, your brand can foster greater loyalty, ensuring customers return for more.

Offer multiple shipping options at checkout

The key to meeting customer shipping expectations? Provide them with plenty of options.

For many consumers, expedited shipping has become the norm thanks to Amazon’s consistent 2-day delivery times. But, believe it or not, not all customers jump at the 2-day timeframe while shopping online. Some prefer waiting a few extra days to save on shipping costs or prioritize sustainability. On the other hand, some customers prefer omnichannel options like buy online, pick up in-store (BOPIS) to cut shipping costs completely.

Providing a variety of fulfillment options allows your customers to take their experience into their own hands, choosing whatever option works best for them, enhancing the overall CX.

Streamline the returns process

In a perfect world, there would be no returns. But in ecommerce, returns happen all day, every day. For brands, this means that having a smooth returns process is essential for meeting customer expectations.

Start by ensuring your return policy is clear, easy to find, and free of complicated terms, so customers know exactly what to expect. Automating the returns process with a management platform can also save time and reduce errors, allowing you to handle returns more efficiently while speeding up resolutions. Offer self-service options, where customers can initiate returns and print labels on their own, to further simplify the experience.

Additionally, including flexible return options—such as drop-off locations or home pickups—will accommodate different customer preferences, while prepaid return labels eliminate frustrations around shipping costs. By making returns easy and convenient, your brand builds trust and boosts retention.

Invest in eco-friendly packaging and long-lasting products

With Gen Z and Millennials gaining more and more buying power, the conversation around sustainability has been at the forefront of ecommerce. Many consumers expect brands to take sustainability initiatives into their own hands, and have no problem shopping with eco-friendly brands when their favorite ones don’t meet expectations.

In fact, a study by McKinsey found that 60% of respondents said they’d pay more for a product with sustainable packaging. But it goes further than the materials brands are using to pack their products.

Consumers also seek transparency. They want direct access to a brand’s environmental impact, sustainability efforts, and sourcing. They want to know whether a brand is greenwashing or not. And if they are, they’ll likely switch to another brand that has more ethical practices.

Ecommerce businesses can start by assessing their environmental practices, investing in eco-friendly packaging, and partnering with sustainability technology or carbon off-setting partners like EcoCart.

Meet customer expectations with WSI

Meeting customer expectations doesn’t have to be so hard. With the right logistics partner, brands can streamline technology and operations to provide a seamless, cost-effective delivery experience.

Whether you want to increase customer satisfaction with value-added services that are meant to surprise and delight, or unlock real-time inventory management and order control, your 3PL should be able to add value at every stage of the journey.

At WSI, we’re proud to offer a range of ecommerce fulfillment services designed to enhance the customer journey:

• Operational expertise. WSI has decades of operational experience with staff that is highly adept at customizing fulfillment operations to reduce inefficiencies and shipping costs. We leverage our infrastructure and personnel assets on your behalf by optimizing every element of this process, from choosing the correct package size to dialing in the correct picking strategy.
• Simple returns. WSI works directly with our customers to develop a unique returns process that aligns with the brand’s return policy. From inspection to restocking to replacement shipping, WSI makes the returns process hassle-free for both the business and customers.
• Branded packaging, kitting & bundling. Whether you want branded packaging or value-added marketing inserts, WSI will help you build trust and ensure your customers have a stellar unboxing experience. Plus, we offer a full range of logistics kitting and bundling services, including replenishment subscriptions to gift boxes.
• Advanced technology. Say good-bye to slow, manual processes with seamless API and EDI integrations. WSI’s fulfillment technology integrates with major ecommerce players like Shopify, Magento, BigCommerce, Squarespace, and more.

Looking to learn more about WSI? Contact us today.