If you sell online, you already know how it is: the end of the year arrives and everything changes. Black Friday sales gain momentum, Christmas causes orders to skyrocket, and suddenly your store's shipping volume grows faster than you imagined. And then, even when you do everything right, carrier delays start to appear, packages stuck in tracking, and customers sending messages wanting to know “has it already gone out for delivery?”
Even though delays are part of this time of year, experts state that it is possible to protect the customer experience with simple and strategic actions. For Fernanda Clarkson, co-founder and CMO of SuperFrete, a platform that connects entrepreneurs to the best shipping options and carriers, the high season demands more than just operations; it requires expectation management. “The end of the year is not just a sales peak. It is also a test of trust. Buyers are more anxious, with high expectations and little tolerance for failures. In these moments, relying on structured logistics partners makes all the difference in getting through the season without compromising the business's reputation,” she states.
And that is precisely why, before the season gets even more intense, it's worth preparing. Here are 7 practical tips to navigate the year-end sales period with more peace of mind.
1. Diversify your shipping options
Relying on a single carrier increases risk during critical periods. When one operation faces slowdowns, the entire store's flow is impacted.
Clarkson emphasizes: “The retailer needs to view shipping as a strategy. Having access to different carriers allows you to choose the best option for each shipment and reduces dependence on a single operator, especially in times of instability.”
Platforms that centralize different options facilitate this process – by preventing you from facing queues and ensuring priority shipping flow with carriers – and allow you to choose the best modality for each case, especially when there is instability in the sector.
2. Monitor the tracking of all orders
Tracking the status of packages is essential to quickly identify a delay or unusual movement. When the retailer understands before the customer that something is wrong, they can act preventively, notify, and guide the buyer.
“Active tracking monitoring allows you to act before the problem escalates. Having this visibility centralized in an app greatly facilitates the entrepreneur's routine. This continuous monitoring avoids surprises and helps keep the consumer informed, reinforcing the perception of care and professionalism,” highlights Clarkson.
3. Be transparent and keep your customer informed
In e-commerce, silence breeds anxiety. Transparency is one of the main ways to shield the store's reputation in the face of unforeseen events. If tracking indicates a slowdown or route change, the ideal is to notify the customer before they ask.
“When communication is proactive, the emotional impact of the delay decreases significantly. The customer perceives that there is someone on the other side monitoring their order and caring for the experience,” says Clarkson.
4. Strengthen your customer service
With the increase in order volume, the number of inquiries, requests, and complaints also grows. Therefore, it is essential to increase attention to service channels.
The guidance is to respond with clarity and speed, demonstrate empathy, and offer alternatives whenever necessary. Good service can transform a situation of dissatisfaction into loyalty.
5. Expedite the dispatch of packages
In periods of logistical instability, every minute counts. Letting packages accumulate to send later can cost the customer days of delay.
Among the recommended best practices are preparing orders in advance, organizing inventory, establishing daily dispatch goals, and prioritizing more urgent shipments. The faster the merchandise enters the carriers' flow, the greater the chances of meeting the deadline.
6. Strengthen your post-sale strategies
The relationship with the customer does not end when the product is shipped. In times of greater instability, post-sale becomes a key piece in maintaining loyalty.
Actions such as offering discount coupons, sending personalized messages after delivery, and ensuring continuous support help reverse negative experiences and preserve the brand's perceived value.
7. View the customer experience as a whole, not as an isolated moment
Delivery is just one of the stages of the purchase journey. And even a delay can become an opportunity to strengthen the bond with the consumer, provided the retailer handles the situation with transparency, attention, and an active stance.
“An unforeseen event does not define the seller's reputation. What defines it is the response. Entrepreneurs who rely on SuperFrete as a logistics partner can offer priority in the flow, more shipping options, and close monitoring – and this directly impacts customer trust,” concludes Clarkson.
