Shipping method: Which one to choose for ecommerce in 2024?
As well as keeping delivery times to a minimum, attracting the largest possible number of consumers means carefully choosing the shipping method best suited to your business and the expectations of Internet users. Discover our tips to help you find your way around, win over a growing number of buyers and, better still, quickly win their loyalty.
Shipping method: definition
In ecommerce, shipping method refers to the method chosen to transport products from the seller to the buyer, once the purchase has been made.
There are many different shipping methods, including home delivery, drop-off or by appointment, and the choice of shipping method is an important factor in ensuring an effective conversion rate for your online store.
Why is it important to choose the right shipping method?
The shipping experience plays a major role in acquiring and retaining new customers.
For example, 35% of online shoppers cancel their purchase if the advertised delivery time is too long. You need to be able to offer a shipping method that's adapted to your most urgent customers.
Also, for 85% of online shoppers, it only takes one bad shipping experience to dissuade them from ordering from a vendor again. That's why you need to offer shipping options that suit the different preferences of your buyers.
This is true whatever your business, whether you're an ecommerce pure-player or a brick-and-mortar business with an online operation.
The 6 different types of shipping methods
With so many options to choose from, it's hard to find your way around? Here are the main shipping methods for your online business:
Home delivery
Preferred by 85% of online shoppers according to the FEVAD/Médiamétrie barometer, home shipping is more topical than ever with the explosion in telecommuting since the health crisis.
With no need to travel, you can receive your parcel directly at home, saving you a considerable amount of time and making this type of shipping the most popular.
Relay point shipping
The 2nd most popular shipping method for online shoppers, relay point is particularly popular with working people who want to pick up their purchases close to their office or home as soon as they have the time.
Packages are generally stored for 14 days, giving the buyer plenty of time to collect them. It's also a more economical option for retailers, as it reduces the need for carriers to travel, eliminating the last-mile stage.
Express delivery (or same-day delivery)
In addition to the purchase price, one of the greatest expectations of e-consumers is the shipping time of their orders. The longer the shipping time, the lower your chances of converting.
Express delivery, either to your home or to a relay point, is an excellent way of attracting a majority of Internet users, who are anxious to receive their product within 2 working days, or even the same day.
Standard delivery
Less expensive than the express version, standard delivery is more time-consuming in terms of order reception, but generally more economical for buyers who are in less of a hurry to receive their parcel.
There's no obligation on the part of the retailer to deliver within 48 hours, or even several weeks (although we wouldn't recommend waiting that long!)
Delivery by appointment
This alternative meets consumers' ever-growing need for efficiency and adaptability on the part of online businesses. With delivery by appointment, the buyer decides the date, time and place of receipt of his order. Professional logistics are essential here.
In-store collection (click and collect)
Although not strictly speaking a shipping method, click & collect is becoming increasingly popular with online shoppers, as it offers a number of advantages. If you have a collection point in your physical store or directly in your warehouse, don't hesitate to offer this alternative, which is free for both parties.
At Rakuten, all sellers on our marketplace can activate the click and collect option free of charge, whether you have one or three million points of sale!
It's important to always give consumers a choice, not just offer them standard delivery or delivery to a relay point. The right balance would be to offer the option of home delivery or relay point delivery, as well as trying to reduce delivery times as much as possible to meet the urgency of certain online purchases.
Shipping methods: criteria to consider
To maximize customer loyalty and budgeting, you need to take the following factors into account:
Cost : the aim here is to offer consumers the lowest possible shipping charges, while making the most of each shipment to ensure optimum sales. The cost of a shipping method will generally vary according to the weight and size of the product (a bulky product will cost you more to ship than a USB flash drive), the number of shipments according to your sales, the insurance taken out on the product and the speed of delivery.
Speed: as we've said, in most cases, a loyal customer is a buyer who, among other things, receives his parcels quickly, very quickly
Reliability: Whether your company takes care of the transport of orders itself, or you use a transport professional such as UPS or Mondial Relay, respect for products and delivery times is not to be taken lightly.
Flexibility: Adapting to consumer demands doesn't have to cost you money. So, for example, in the case of a delivery by appointment that is not honored by the buyer, don't hesitate to drop off the order at the nearest partner relay point to save yourself a second visit.
Ecological impact: Scrutinized with interest by the younger generation, ecology is playing an increasingly important role in purchasing habits in France. Fewer journeys, less carbon impact from transporters... These are all new factors to take into account, which can, if properly managed, save you money and win you new customers.
Depending on your business and your clientele, some of these criteria may be more important than others. So it's vital to evaluate them carefully, so you can choose the shipping methods that best suit both your needs and those of your customers.
Our tips for attractive shipping options
Give your customers a choice
Don't settle for just one shipping method! Every consumer has their own habits, and it's important that your sales strategy takes this into account, whatever your sector.
Offer at least one option for express delivery and standard delivery, and at least one option for home delivery and relay point delivery.
Offer different price ranges
As with the shipping options, it's important that this choice is also reflected in the possible prices. An express home delivery will cost more than a standard delivery, while a point relais is generally the most advantageous because it's less costly on the seller's side (as it's a mode that limits carrier travel).
What about free shipping?
Offering free shipping is always a great way to stand out from the crowd and boost your online store's conversion rate. And it's perfectly possible to offer this option without breaking the bank, by opting for free delivery above a certain purchase amount or number of items, or limited to certain destinations such as mainland France. In-store collection is also a simple way of offering free delivery.
We give you all our advice on the subject in this article on free shipping.
Outsourcing your ecommerce logistics: the most efficient way to find your way around?
Whether it's a question of significantly improving inventory management, cutting logistics costs as far as possible, or getting the most out of reverse logistics, outsourcing is a highly advantageous option for many online businesses. Provided you choose the right e-logistics provider..
With Rakuten Fulfillment Network, you can rely on a major player in French ecommerce to support you on a daily basis. Whether you're setting up your online store, warehousing your goods or handling deliveries and customer returns, our turnkey services can be tailored to meet your every need. All at a clear price, with no hidden charges. For more information or to request a quote, click here!