Apr 26, 2019
[00:21] Opening / Introduction
[01:27] Tell us about your background.
- I grew up in Buffalo and studied political science at a school
just outside of Rochester.
- I ended up selling small parcel to companies in Minnesota and
Wisconsin for a few years before transitioning into selling
transportation management solutions to companies in the Pacific
[02:25] Before getting into the five problems you have
identified that e-commerce companies face with post-purchase
experience, take us through some of the basics of e-commerce.
- As an e-commerce shopper, you’re doing one of two things:
buying directly from a brand’s URL or buying from a major
[04:13] What does the post-purchase experience look like?
- When people think of e-commerce, they often just think of
everything that happens before the sale.
- An important driver of getting people to buy from your website
a second time is the post-purchase experience, including shipping,
tracking, returns, customer service, etc.
[05:33] When you wrote this article, who were you writing it
- I wrote for people who work in e-commerce, operations, or
logistics departments at mid-market companies that want to sell
directly from their website.
[07:04] Take us through the five problems with post-purchase
- [07:30] 1. There is no single, integrated solution that
addresses consumer expectations in 2019 for web sales. Marketplaces
have created very high expectations from customers. When a
mid-market company is trying to design their site around these
expectations, they find that no single provider can do everything
that a marketplace does.
- [09:24] 2. Transportation companies are not a replacement for
e-commerce partners. While delivery companies are really good at
delivering parcels, I found that when they are designing or
proposing their services to e-commerce companies, they’re a little
bit stringent. Transportation companies have designed their
networks over decades, not around the needs of shoppers in
- [10:56] 3. Lost revenue and fewer site visits that are caused
by customers tracking their orders on a carrier website. As a
shopper, when I receive a confirmation email and a tracking number,
I click the link and get directed to a carrier’s website. It’s a
missed opportunity because I could be upsold on other items if I
was directed to the website of the company I purchased from. You’re
paying the carrier to take customers away from your website. There
are companies out there than can provide integrated solutions to
track the parcel on the original website.
- [14:56] 4. E-commerce companies overpay for small parcel
delivery. Time and time again, companies are defaulting to the
biggest players in the market that are priced at a premium level.
The main reason I found was that people in e-commerce and marketing
have no idea that alternatives even exist. I try to emphasize that
they do exist and, more importantly, they don’t have the rate
increases that some of the larger players in the market have.
- [16:57] 5. Companies are losing out on repeat purchases due to
an antiquated returns process. Returns can make or break a
business, especially for brands that are trying to gain recognition
in the market. When someone wants to make a return, they’re already
not happy, and making the returns process difficult will make them
even less likely to buy again. Refunds can sometimes take a long
time as well, which is completely unacceptable.
[20:28] Marketplaces are trusted, but that trust still has to
be earned at some of these branded sites.
- When you’re shopping on somebody’s website, you’re probably
already doing something that is out of the ordinary for you.
- If your purchase and post-purchase experience isn’t smooth, you
won’t purchase again.
[23:00] Tell us a little about what you’re up to these
- I’m currently a Sales Director with Pitney Bowes, so feel free
to contact me.
[23:48] E-commerce is a different animal and takes a different
- Companies spend 98% of their time on the pre-purchase
experience, but then forget about their customers after. By writing
this article, I wanted to shed some light on the post-purchase
Jonathan’s article: https://www.linkedin.com/pulse/5-common-problems-e-commerce-companies-face-experience-jonathan-kish-1c
Jonathan’s LinkedIn profile: https://www.linkedin.com/in/jonathan-kish-2112a8a3
Jonathan’s email address: email@example.com