5 Benefits of Omnichannel Experience for e-Commerce Delivery + Examples

E-commerce platforms continue to invest heavily in acquiring new customers. Today, the average customer acquisition cost for e-commerce sits at a staggering $78. Meanwhile, customer acquisition costs have increased by as much as 60% over the past 5 years, with brands losing a record $29 for each new customer acquired.

The solution to this challenge? The post-purchase phase. From order placement to delivery and beyond, leading e-commerce from Courir to Carrefour have been seizing pivotal stage after purchase is a key opportunity to increase customer loyalty and in turn, revenue. Retaining existing customers is up to 5-7 times more profitable than acquiring new ones. Yet, to truly reap the benefits of the post-purchase phase, e-commerce brands need to ensure that they are delivery an omnichannel experience all throughout delivery and beyond.

What is the Omnichannel Customer Experience for e-Commerce Delivery?

The omnichannel customer experience for e-commerce delivery is the action of providing a seamless, consistent, and integrated delivery experience across all customer touchpoints—be it via email, SMS, WhatsApp or Apple Wallet. It ensures that customers receive timely, personalized delivery updates and support no matter how they interact with your e-commerce brand, boosting satisfaction and loyalty.

What are the benefits of an omnichannel customer experience for e-Commerce delivery?

1. Higher engagement rates
2. Increased customer satisfaction (NPS)
3. Lift in repurchase
4. Reduced WISMO (Where Is My Order) contract rate
5. Decrease in return rate

1. Higher engagement rates

What is the average open rate for post-purchase emails?

As far as engagement is concerned, post-purchase communication blows traditional pre-purchase email out of the water. With shoppers anxiously awaiting their orders, post-purchase emails see a 61.68% average open rate— that’s almost 2X higher than pre-purchase emails for e-commerce, which currently stands at 31.08%.

‍Average open rate by type of post-purchase emails (2025)

• Package shipped: 61%
• Package out for delivery: 55%
• Package at pickup point: 63%
• Late package: 69%
• Package delivered: 51%

Example: e-commerce brands post-purchase open rates

• Courir: 66%, with 71% open rate for 'package shipped' email
• Zadig&Voltaire: 60%
• Withings: 58% , including 70% for proactive notifications (order delayed, at pickup point...)

But the omnichannel experience is about delivering a seamless experience across all channels — not just email. And with French shoppers receiving 30 emails a day on average, it’s no surprise that some consumers turn to less crowded channels for post-purchase notifications.

What is the average open rate for WhatsApp & SMS post-purchase notifications?

WhatsApp post-purchase notifications have a 98% open rate. SMS post-purchase notifications also have a 98% open rate. It’s no surprise then that they have emerged as a key channel for post-purchase communication. Used by 63.7% of the French population, with 80% of WhatsApp messages read in the first five minutes after receipt, the messaging app is a high-engagement channel that ensures customers receive real-time, personalized updates about their order alongside chats with friends. Another major benefit: WhatsApp has far less commercial noise, meaning that those delivery updates won’t get lost in spam or buried in email marketing.

What is the average open rate for Apple Wallet post-purchase notifications?

Apple Wallet post-purchase notification see an open rate of 100%. Apple Wallet has also emerged as a key channel engage customers through post-purchase as part of the omnichannel customer experience. The digital wallet, commonly used to store payment cards and boarding passes, is increasingly being used by major online retailers like Withings and Petit Bateau to send post-purchase notifications. With the ability push real-time notifications about their orders directly through their home screen, Apple Wallet delivery notification are opened by all recipients. Bear in mind that Apple Wallet notifications need to first be activated via post-purchase emails or tracking page. Considering that iPhones account for 25% of smartphones in France—3% more than in 2019— we can envisage that many online shoppers would like to be notified about delivery via Apple Wallet.

Recap: Open rates by post-purchase channel

• Apple Wallet: 100%
• WhatsApp & SMS: 98%
• Email: 61.68%

2. Increased customer satisfaction (NPS)

A key benefit of implementing an omnichannel customer during experience throughout post-purchase is that increases e-commerce brands’ NPS (Net Promoter Score)

By ensuring a consistent post-purchase experience with customers notified via their preferred channels, online brands adopting offering an omnichannel experience for e-commerce delivery increase customer satisfaction: they feel reassured about their delivery and do not have to go through the hassle of calling customer support.

In 2025, the average NPS for e-commerce is 52. However, the NPS for online retailers harnessing post-purchase notifications is almost double that, standing at 79%.

Top 5 online retailers with highest NPS in 2024

• Endro Cosmétiques: 86
• Dr Pierre Ricaud: 83
• Petit Bateau: 83
• Onatera: 82
• Nude Project: 82
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Example: Increased NPS from omnichannel experience for post-purchase

Photobox, a photo printing online retailer, saw a 15 point increase in NPS just 1 month after adopting an omnichannel experience via their post-purchase notifications, climbing from 45 to 60.
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3. Lift in repurchase

Post-purchase communication plays a pivotal role in driving repurchase, in two ways:

• Increasing customer loyalty due to a positive customer experience
• Driving upsell opportunities directly within post-puchase notifications

When customers receive consistent and timely updates on shipping, delivery, and issue resolution across their preferred channels, they perceive the brand as reliable and customer-centric. This creates a positive emotional connection that directly influences their likelihood to return.

An omnichannel approach ensures that communication is not only consistent but also personalized. If a customer receives a "thank you" email, a WhatsApp notification when their order ships, and a prompt to review their purchase once delivered—all aligned in tone and timing—they’re more likely to feel valued and satisfied. These touchpoints can be used strategically to introduce complementary products or exclusive offers.

Moreover, post-purchase communication opens a window to collect feedback and measure satisfaction. If a customer gives a high score, it’s the perfect moment to propose a referral offer or exclusive access to a new collection. If the score is lower, personalized support can be initiated immediately on the same channel, turning potential churn into loyalty.

Ultimately, an orchestrated, omnichannel post-purchase experience does more than reduce WISMO tickets, as we'll see just below, it creates a meaningful relationship with the customer that boosts both retention and revenue.

Example: Repurchase rates from post-purchase notifications

Online retailers that have implemented an omnichannel experience via their post-purchase notifications see incredibly high repurchase rates.
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Here are some examples of repurchase rates from online retailers that have adopted post-purchase tools over the course of 2024:

• Heals: 39%
• Vroomly Pro: 26%
• Orientis Gourmet: 23%

Example: Upsell from post-purchase notifications

Petit Bateau, the iconic children's clothing brand, highlights its must-have collection in their post-purchase emails — from order shipped emails to delivery emails. Meanwhile, Prestige Cosmetics and renowned French lingerie e-tailer Simone Pérèle harness post-purchase emails to promote their loyalty programmes.

4. Reduce WISMO (Where Is My Order) requests

One of the most common  types of customer support inquiries in e-commerce is the infamous WISMO (Where Is My Order?) contact. In fact, WISMO (where is my order?) is the top customer support issue according, accounting for 18% of incoming requests on average. These repetitive inquiries not only overwhelm customer service teams but also expose a communication gap during a critical phase of the customer journey: the post-purchase experience.

That’s why proactive delivery updates are becoming an essential part of any modern omnichannel strategy. Rather than waiting for customers to ask where their order is, leading retailers now alert them when something unexpected happens — like a delayed delivery, a package being redirected, or an order ready for pickup. These are the moments when customers feel anxious or uncertain, and timely, proactive communication can turn a potential frustration into a positive brand interaction.

By sending these high-value updates through channels like SMS, WhatsApp, email, or Apple Wallet, brands keep customers in the loop at exactly the right moment — reducing the need to reach out for answers. Retailers who implement this kind of targeted proactive communication often see a 30–50% reduction in WISMO-related contacts, freeing up support teams to focus on more strategic or complex tasks.

Example: Decrease in WISMO requests via omnichannel experience for post-purchase

Vroomly Pro, an online retailer specializing in car maintenance parts, cut support tickets by 40% in just 1 month after implementing proactive post-purchase notifications.

Proactive post-purchase notifications examples:

• Late package
• Waiting at pickup point
• No tracking update
• Package not shipped
• Order without package
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5. Decrease in return rate

Up to 30% of online orders are returned, with a significant portion caused not by product dissatisfaction but by poor delivery communication. These returns are bad for business: 68% of consumers wouldn’t purchase again after a negative returns experience.

That’s where SMS delivery communication plays a surprisingly powerful role. As part of an omnichannel strategy, SMS offers immediacy and visibility that email alone can’t match. Customers are far more likely to read a text in real time — SMS open rates average 98%, and the majority are read within 3 minutes of receipt. That speed is crucial for time-sensitive delivery updates.

By proactively alerting customers via SMS about delivery attempts, delays, or package availability at a pickup point, retailers significantly reduce the chance of failed deliveries. Fewer missed deliveries mean fewer orders sitting too long at pickup locations, fewer returns due to unclaimed parcels, and ultimately, a smoother customer experience.

Shipup data shows:

• Packages are 2.48Xmore likely to be returned when an SMS is not sent
• Deliveries are 1.72X more likely to fail without SMS updates
• First-attempt delivery success rate increases by ~6% with SMS

Examples: how to decrease return rate via post-purchase SMS notifications

• Byredo, a luxury home & accessories e-tailer, sends SMS notifications when address information is required to avoid failed delivery
• Poiscaille, an online retailer speciailizing in seafood, uses SMS to notify customers about delayed deliveries, maintaining trust and reducing support tickets
• Le Slip Français, a French  undergarment e-tailer,, sends reminder SMS to collect orders from pickup points

As customer acquisition costs continue to rise, the smartest e-commerce brands are turning their focus to where long-term profitability lies: the post-purchase experience. By delivering seamless, personalized, and proactive communication across channels like email, SMS, WhatsApp, and Apple Wallet, brands not only boost satisfaction and reduce WISMO but also drive repurchase, upsell, and loyalty. The data is clear — an omnichannel post-purchase strategy leads to higher open rates, increased NPS, lower return rates, and fewer customer support tickets. In today’s competitive e-commerce landscape, mastering the post-purchase moment isn’t just a nice-to-have — it’s a growth engine.

FAQ: Omnichannel Post-Purchase Communication for e-Commerce

What is post-purchase communication in e-commerce?

Post-purchase communication refers to all interactions with customers after they place an order — including delivery updates, confirmation emails, review requests, and support messages. When delivered across multiple channels, this communication helps enhance customer satisfaction and loyalty.

Why is post-purchase communication important?

It reduces customer anxiety, prevents “Where Is My Order?” (WISMO) requests, boosts trust, and opens the door to repurchase and upsell opportunities — all while improving the overall customer experience.

What is an omnichannel post-purchase experience?

An omnichannel post-purchase experience means communicating with customers through a coordinated mix of channels like email, SMS, WhatsApp, and Apple Wallet, ensuring consistent, real-time updates wherever the customer is most engaged.

How does omnichannel post-purchase communication impact repurchase rates?

It strengthens brand loyalty and creates upsell opportunities by delivering relevant, reassuring updates and personalized product recommendations across the customer’s preferred channels.

What are the best channels for post-purchase communication?

Top-performing channels include:

• Apple Wallet (100% open rate)
• WhatsApp & SMS (98% open rate)
• Email (61.68% average open rate)
  Using a mix of these ensures wider reach and higher engagement.

Can post-purchase communication reduce WISMO inquiries?

Yes. Brands that send proactive delivery updates via SMS, WhatsApp, or Apple Wallet can reduce WISMO-related support tickets by 30–50%, saving time for support teams and improving the customer journey.

How does it help reduce return rates?

SMS and WhatsApp updates help reduce missed deliveries by providing real-time alerts, which significantly decreases the likelihood of unclaimed packages and returns.