78% of e-commerce customers, after one negative experience with a brand, switch their purchases to a competitor – according to data from Verint’s 2025 report. A year earlier, this figure was 67%. One year was enough for this indicator to rise by 11 percentage points. Growing intolerance for mistakes affects every stage of shopping, but one moment has particular power: parcel collection.

Behavioural psychology also clearly shows that the last stage of the purchasing process decides whether the customer returns. In practice, this again means: delivery and the moment of parcel collection.

Why delivery is key

The Peak-End Rule, described by Nobel laureate Daniel Kahneman, says that the ending of an experience is what stays strongest in the customer's memory. In online shopping, that key moment is delivery itself, when the parcel reaches the customer's hands. It is then that the brand receives its final assessment and the decision is made whether to return or move to a competitor.

Rafał Szcześniewski, Sales Director at Goodspeed, emphasises:
“Delivery is not a logistical detail. It is the moment that determines customer loyalty. Even the best offers and marketing campaigns can be forgotten if the final stage of shopping falls short.”

Market data leaves no doubt

The aforementioned report The State of Customer Experience 2025 by Verint not only shows that 78% of consumers are ready to move their purchases to a competitor after a single negative experience. It also highlights that 86% of customers who experienced a positive shopping journey state that they intend to buy again.

These figures clearly show that the final stage of the customer experience, namely delivery, can determine a brand's future revenue.

How Goodspeed is changing the delivery experience

Goodspeed’s overnight courier enables delivery to the door before the customer wakes up, making the end of shopping convenient, predictable and memorable. This approach not only strengthens loyalty, but also builds a real competitive advantage for the brand.

Rafał Szcześniewski adds:
“Customers today expect not only fast delivery, but also full control over its progress. The way a brand closes the purchasing process determines whether the customer returns.”

The customer stays silent or returns

Increasingly, dissatisfied customers leave no reviews or raise no concerns. They simply go quiet and do not return. That is why it is so important that the final stage of the customer experience, namely delivery and post-purchase communication, is seamless and predictable.

In e-commerce, customer loyalty is priceless. By taking care of the end of the purchasing process, brands can not only increase the chance of repeat purchases, but also build a lasting relationship with the customer.