why most eCommerce poor post-purchase experiences suck

brands are notorious for investing heavily in perfecting the pre-purchase experience. from building sleek landing pages to fine-tuning ad campaigns, online stores are diligent about the customer's journey, until post-purchase.

this blind spot continues to cost millions in lost revenue. for many customers, the moment they hit "place order" marks the shift into a journey of frustration, silence, or confusion. that’s where most brands lose the battle for loyalty.

according to Radial, 79% of consumers say they’re unlikely to shop again after a poor post-purchase experience. yet only 18% of retail leaders believe their brand’s post-purchase experience needs improvement. that’s a staggering disconnect.

the pitfalls of a poor post-purchase experience

despite its massive potential, the post-checkout phase is often treated like a footnote, but here’s what’s happening behind the scenes:

lack of communication

after checking out, customers want assurance; a confirmation email, timely shipping updates, delivery alerts. basic expectations that often go unmet.

a Narvar study shows that 83% of consumers expect proactive order communication, but only 53% say they receive it. 36% said they’d abandon a brand after one instance of radio silence.

missed engagement opportunities

many brands send a transactional receipt and call it a day, but the post-purchase window is when customers are most emotionally engaged. this is your chance to upsell, educate, and inspire future purchases to drive increased lifetime value.

according to Salesforce, 60% of customers are more likely to make repeat purchases from brands offering personalized post-purchase experiences, and Bain & Company found that repeat customers spend 67% more than first-timers.

inadequate customer support

a missed delivery or receiving the wrong item is frustrating, but what turns a minor issue into a lost customer is inaccessible or unhelpful support.

Zendesk reports 61% of consumers will switch brands after just one poor support experience, rising to 76% after two.

rigid or confusing return policies

brands often make returns painful with restocking fees, poor UX, and vague terms that drive customers away.

Narvar found 92% of consumers would buy again if returns were easy, but only 44% say their experience has matched that expectation.

generic messaging across channels

why are you sending the same bland confirmation email to every customer?

Epsilon’s data reveals that 80% of customers are more likely to buy again when they receive personalized experiences. the opportunity is massive and so is the cost of neglecting it.

how to build a post-purchase engine that drives loyalty

did you know that optimizing your post-checkout experience is one of the most cost-effective ways to increase lifetime value?

transparent & proactive communication

• instant order confirmations with detailed receipts and expected delivery windows

• real-time tracking links with branded tracking pages

• proactive delay notices that humanize the experience when things go wrong

thoughtful engagement touchpoints

• send thank-you messages that feel personal, not robotic

• offer post-purchase recommendations based on their behavior

• share content like how-to guides, unboxing videos, or care instructions

frictionless returns & exchanges

• implement clear, mobile-friendly returns portals

• offer free return shipping when possible

• make the process fast, transparent, and forgiving

collect feedback—and use it

• trigger surveys post-delivery to collect CSAT scores

• incentivize product reviews and photo submissions

• route any poor feedback directly to your support team

plug-ins that elevate the post-purchase experience

here’s a short list of apps that aid in the post-purchase experience, categorized by major platforms:

Shopify

• ReConvert – customize your thank-you page with upsells, surveys, and countdown timers.

• PostCo 360 – returns and exchange automation with branded experiences.

• Klaviyo – hyper-personalized email and SMS flows for follow-up.

Wix

• Wix Stores + Wix Automations – automate order confirmations, abandoned cart follow-ups, and more.

• Shippo – streamlined shipping, tracking, and notifications.

• Yotpo – collect user-generated content and reviews post-purchase.

Amazon

• Amazon Vine – incentivize early reviews and feedback on new products.

• Amazon’s Buyer-Seller Messaging Service – communicate with customers after orders for support or feedback.

• A+ Content Manager – improve product pages with additional visuals and info that reduce post-sale confusion.

stop treating your customer's post-purchase journey as an afterthought. It’s not the end of their journey—it’s the start of your customer’s next one.

brands that win in 2025 will be those that deliver not just great products, but great experiences—after the buy button.

Because in the eCommerce game, retention > acquisition. every. single. time.

workshop ways to improve your store's post-purchase experience at eCommerce Carnival 2026

32% of brands are confident of their marketing spend. are you a part of the 68%?

eCommerce Carnival is a community of workshops designed to give attendees the skills to scale their e-commerce brands. with 30+ hands-on workshops, attendees will walk away with tangible skills they can implement for their eCommerce stores.

workshop with industry titans and other eCommerce founders on ways to improve your eCommerce store's post-purchase customer experience plus other critical skills to scale, april 3-5, 2026 at eCommerce Carnival.

about eCommerce Carnival 2026

energizing growth begins here. at eCommerce Carnival, founders, owners, and directors of eCommerce brands transform ideas into actionable insights to catapult their businesses. eCommerce Carnival will be occurring april 3-5, 2026 in santa monica, California.

for more details click here.