International shipping is an area where e-commerce mistakes are often made. Here we explore the most frequent, often costly, e-commerce and delivery errors and how to avoid them.
International shipping can be tricky for many businesses, especially those just starting out in international e-commerce. However, smooth and efficient delivery is critical to customer satisfaction. Shipping errors resulting in slow or inaccurate delivery can risk damaging your brand perception.
Furthermore, optimizing and streamlining shipping can also enhance cost-efficiency and your business’s overall operational performance.
If you’re at the very early stages of selling abroad, get all the information you need at our Starter Hub.
Common e-commerce business mistakes when shipping
Now let’s explore those shipping-related e-commerce mistakes in detail, including some advice on how to avoid them.
1. Do your research on international shipping
Many e-commerce business owners don’t do enough shipping research upfront – and find themselves paying for it with unexpected delays and other nasty surprises.
There’s a lot to consider when shipping internationally, such as failing to adhere to customs regulations or filling in documentation incorrectly. To make things even more complicated, regulations differ between countries, which makes international orders tricky to process if you’re shipping to multiple markets.
For all the customs and regulations support you need, head to MyGTS (My Global Trade Services). This online tool helps you to plan and manage all aspects of international shipping from one place, including finding the right Harmonized System code to classify your goods. You can also calculate your Landed Cost to inform your pricing decisions, and download all the documents you’ll need to cross customs smoothly.
2. Making inaccurate shipping cost estimates
Shipping costs have risen recently, driven up by factors such as fuel prices, labor costs and port congestion. This has led to businesses frequently underestimating them.
This is why calculating your Landed Cost is important. It’s essentially all the costs associated with getting your products to their destination country – including freight fees, duties and taxes.
DHL’s MyGTS's Pre-shipment Planner tool will give you a Landed Cost estimation for your shipment. You can use this to inform your pricing strategy (so that you stay profitable) and give your customers full transparency over their shipping fees.
3. Neglecting shipping documentation
If you don’t have the right shipping documents or have not filled them in correctly, your shipments will likely be delayed, with your customers left disappointed.
The Commercial Invoice is the key shipping document that always accompanies a shipment. It gives the customs authorities the information they need to assess if the goods can move in or out of the country, and whether any controls are needed. It also helps them decide duties and taxes. Key points to include on your Commercial Invoice include the HS code, an accurate goods description, the country of origin and the value.
A top tip: if you use a template to create your own document, always name it as a Commercial Invoice rather than a Proforma Invoice. Some countries will instantly reject it if it’s not actually called a Commercial Invoice!
Other documents you may need to include: a Bill of Lading, an Air Waybill, a Certificate of Origin, Export and Import Licenses, an Export Packing List and an Insurance Certificate. For more detail on these, see our guide to paperwork for international shipping.
Something to bear in mind for the future: increasingly, countries are moving away from paper customs documents in favor of digitalized versions. For example, the UK recently sent the first ever fully digitalized goods shipment2 from Burnley to Singapore.
4. Packaging shipments inappropriately
Another e-commerce mistake to avoid is inappropriate packaging. Oversized packaging – bad practice on sustainability grounds – also won’t secure the items inside properly. The result? The goods are damaged when delivered. Not surprisingly, the recipient asks the retailer for solutions – which eat into their bottom line.
To avoid this situation, ensure your products are shipped in the right sized packaging and packed safely and securely. And just in case, always take out shipping insurance. This will cover you if ever your goods are lost in transit, too.
5. Being unaware of shipping restrictions
E-commerce businesses often neglect to check the shipping and trade guidelines for the countries they are shipping to, resulting in their goods being returned or held up at customs.
Finding these guidelines and shipping restrictions isn’t difficult. Try searching online for the country, import and export regulations. You’ll usually be shown results including those from the respective government trade departments – which are, of course, the most reliable sources for this type of information.
6. Offering customers limited shipping options
Retailers who don’t meet customer expectations on shipping pay the price, as customers turn to other sellers instead.
Offering flexible shipping is the answer, and that’s where On Demand Delivery is your secret weapon. This service allows online customers to choose exactly when and where their orders are delivered. For example, they may choose to have their package sent to a parcel locker or left with a neighbor if they know they aren’t going to be in (which reduces your failed delivery rate, too!) Furthermore, they’ll receive regular notifications about their shipment’s status, so they can track where it is. In short, ODD gives your customers a convenient experience, meaning they’re more likely to shop with your business again.
7. Unreliable tracking and poor customer communication
Most customers now expect to be able to track their orders – and most international shipping companies offer a tracking system. So retailers who don’t offer this service are making a big e-commerce mistake. Of course, the trick is to choose a shipping company with a reliable tracking system!
When a parcel goes missing or is delayed, it’s frustrating for customers and can affect their satisfaction and loyalty, as well as your business’s reputation. Yet not communicating with the customer in this situation is another common e-commerce error. It’s much better to be proactive. As soon as you know there is a potential delay to a shipment, get in touch to warn the customer in advance. You can use any of the usual channels.
If the delay is unexpected and the customer contacts you to complain, apologize for the problem and show some empathy. You might also consider offering a solution to improve the situation: a discount on a future purchase, for example, or if the parcel is lost, a refund. Even then, communication is key: keep in touch with the customer until the issue is completely resolved.
8. Forgetting good return and refund policies
When you’re selling internationally, a thorough returns policy is important – and it needs to be displayed clearly on your website too. Not doing so is another e-commerce mistake which can prevent customers in other countries from buying from you.
A good returns and refunds policy builds customers’ trust. After all, as you’re selling in another country, your brand may not have a widespread reputation and foreign customers may initially be worried about not being able to return an item. Your policy can put their minds at rest and give them the confidence to shop with you. In fact, 67% of customers3 check the returns policy before making a purchase online. So they can even help maximize your sales.
9. Letting customers face currency and payment issues
Asking foreign customers to pay for goods in your currency, rather than their own local currency, is another e-commerce mistake you don't want to make.
Having to pay in a foreign currency can instantly put off customers. For a start, it makes it much harder for them to compare prices. It also means they will have to pay foreign transaction fees, on top of your prices. These inconveniences means they are far more likely to switch and shop elsewhere. In fact, 13% of online shoppers will abandon their shopping cart if they see prices shown in a foreign currency4.
Even if they do proceed to buy, confusion over prices can result in them disputing credit card payments afterwards and claiming chargebacks, which can hurt both your cashflow and your reputation.
Accepting your international customers’ local currency, and making that clear on your website, will put them at ease and make them far more likely to buy from you. Finally, it’s easier than ever to set up a multi-currency account. Doing so eliminates foreign transaction fees for your international customers and makes life a lot simpler for you.
10. Providing inadequate customer service
No matter how well you streamline your shipping, and even if it delivers perfectly 99% of the time, occasionally something unavoidable will go wrong. Unfortunately, some e-commerce business owners make the mistake of being unprepared for the problem, by providing inadequate customer service for shipping and delivery.
You must have strong customer support in place to deal with international customers’ inquiries, concerns and issues promptly. Otherwise, a mishap that’s beyond your control can cost you the customers you’ve worked so hard to attract.
Don’t forget the potential language barrier either! If you’re selling cross-border, engage an experienced shipping partner who is used to dealing with international customers and can provide the support needed, in their local language.
11. Not considering sustainability
Climate change is on all our minds these days, and many people have made big changes to their own behavior to be more sustainable. They also expect this from the businesses they engage with. As such, it would be a huge e-commerce error not to offer green delivery options. Also, it makes good marketing sense to partner with a logistics company that’s ahead of the game in its own sustainability commitments.
DHL has an ambitious goal to reduce all logistics-related emissions to zero by the year 2050. As such, it is dedicated to helping customers find new and innovative sustainable solutions for their deliveries. With GoGreen Plus, for example, businesses can reduce the carbon emissions associated with their shipments through the use of Sustainable Aviation Fuel. This biofuel is produced from renewable sources such as vegetable oils, animal fats, waste products, and agricultural crops. SAF is specifically designed to be used as a substitute for traditional jet fuel and can reduce greenhouse gas emissions by up to 80% compared to fossil fuels.
How our e-commerce shipping services can help
International shipping may seem complex, but it doesn’t have to be! Partnering with a logistics leader with a global network will help your business find and reach new markets effortlessly.
DHL Express has recently launched MyGTS (My Global Trade Services), a free, user-friendly platform that will help your business navigate all international shipping regulations, seamlessly. Access:
Accurate HS Codes: no more guesswork; MyGTS leverages AI to give you the correct classification for your shipment every time, making customs clearance faster. Search for HS codes using keywords or the code directory.
Landed Cost for goods in any country: calculate your product cost, duties & taxes, and freight charges to enhance your pricing strategy and give your customers transparency over shipping fees – which builds trust with your business.
Guidance on each country’s import restrictions before you ship – no more goods held up at borders!
You can also check out Discover’s Export Guides for all the local insights that will help you engage and attract cross-border customers.
Start your partnership with the world’s most international company to reach new markets, seamlessly.