The Hidden Cost of Failed Deliveries During Peak and How to Avoid Them

When a delivery goes awry, the ripple effect extends far beyond the initial shipping fee. Consider these significant hidden costs:

Where Is My Order? (WISMO) Calls

A primary indicator of delivery issues, WISMO calls flood customer service lines, diverting valuable resources and increasing operational overhead. Each WISMO call can cost businesses an average of £5-£10 to handle [1], a figure that escalates dramatically during Peak periods when call volumes surge.

Returns and Refunds

Failed deliveries often lead to returns, even if the item eventually reaches the customer. The cost of processing returns, restocking and refund administration can be substantial. In 2025, eCommerce returns are projected to cost UK retailers over £60 billion annually [2], a significant portion of which can be attributed to initial delivery failures.

Lost Customer Lifetime Value

The most damaging hidden cost is the erosion of customer trust and loyalty. A negative delivery experience can deter repeat purchases and lead to customers seeking alternatives, impacting long-term revenue and brand advocacy.

Negative Reviews and Social Media Backlash

In today’s interconnected world, a single failed delivery can quickly escalate into widespread negative sentiment on social media and review platforms, tarnishing your brand’s image and deterring potential new customers.

The traditional approach of relying on a single carrier, or managing multiple carriers independently, significantly amplifies the risks associated with Peak season. A managed multi-carrier integration strategy, however, offers a robust solution. By partnering with a provider that offers a pre-integrated network of carriers, businesses can:

• Diversify Risk: If one carrier experiences delays or capacity issues, orders can be seamlessly re-routed to alternative carriers, ensuring continuity of service and minimising disruptions.
• Optimise for Performance and Cost: A managed platform intelligently selects the best carrier for each shipment based on factors like cost, speed and reliability, ensuring optimal performance even during high-demand periods.
• Gain Centralised Control: Instead of juggling multiple carriers and contracts, a single partner provides a unified approach to simplify management and reduce administrative burden.