Online shops should consider using multiple carriers to ensure optimal delivery to their customers. Results from a Nordic online shop and recent studies show, that this increases both sales and customer satisfaction.

No carriers are alike, just as no customers are alike. It is therefore a wise move for online shops to use different carriers’ services, when they are sending parcels to customers.

“It is not just about favorable freight rates and volume discounts, but also the quality of the delivery and to choose the right carrier for each shipment. Each carrier has their strengths. Some are good at handling large parcels where others are good at handling fragile parcels and so on, “ says Steffen Pasgaard, Vice President at Consignor.

One of Denmark’s largest online shops,, also sees the importance in choosing the right carriers for its shipments. They use several carriers when sending parcels to their customers to ensure a good delivery experience.

“80-90% of the customer experience depends on the delivery. It shows immediately on our customer satisfaction surveys, if the delivery has met the customer’s expectations”, Customer Experience Manager at, Kasper Kristensen, says. goes the extra mile to ensure a good experience. They know from experience that good delivery services combined with product advice increase conversions. In general online shops should consider offering more delivery options that suit their customers. A recent study shows the importance of convenient delivery options among consumers.


A recent study shows that 90% of young consumers age 18-24 would shop more online more often if they were in control of more convenient delivery options. The statistics decreases a little with age to 83% at 25-34 year olds and 73% at 35-45.

This means that offering a selection of several convenient delivery options is a key competitive advantage for online shops, when trying to increase sales and win new customers.

Steffen Pasgaard follows up:

“It is not only crucial to choose the right carrier in regard to the type of your shipments, but also in relation to the end customer’s requirements and expectations regarding delivery. Each customer has his opinion on what a good delivery is. Moreover, the variety in services from different carriers is great, and they thereby support the different contexts of an online shopper. It is about finding just the right carrier who can match both the product type and customer context and expectations.”


  • Consignor is developer and provider of the Delivery Management software platform Consignor containing the world’s largest carrier library
  • Consignor’s customers use in average 2.8 carriers for their shipments

Consignor is a partner of Anders Innovations and their subsidiary Shuup.

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