GenZ is the greatest adopter of new payment methods, with 98% of them being tech-savvy. They’re significantly dependent on their smartphones for making online purchases, on a daily transactional basis. This comes as no surprise as smartphone users in South Africa for more than 22 million. 

At the Peak

Propelled by the forces of ease, convenience and diversity, this digital boom is at its highest peak. As easy as it sounds to stand at the cliff and relish the beauty, it’s equally easy to fall down. It takes years to climb up the peak, but moments to fall off for good. It’s right to say “Years to climb, seconds to crash”. 

eCommerce is invincible, inevitable. But equally inevitable is nourishing the fundamental root of trust that enables it to exist. Trust fuels eCommerce and continues to be the silent bottleneck that retailers underestimate.

The future of eCommerce in South Africa will not qualify its acceleration by a blazing website or irresistible prices, but will be defined by upholding promises – emotionally and literally.

Emotionally – By feeding their feeds with regular and realistic updates. 

Literally – Delivering what’s been promised, quite LITERALLY

Trust is the last mile. Or could we gather thoughts in the right direction and scribble “Trust is the only mile”?

Real Losses During a Failed Delivery

Consider receiving a parcel much later than the designated date without any communication.

Imagine finding track updates difficult and unclear. 

Imagine a failed delivery, and then a repeated failure, following another loop of unsuccessful delivery.

What is at stake? 

A Product, or A Mere Product? Or Something Beyond? What quietly sits at the edge of the peak is trust. 

When a customer clicks “Buy”, it’s not a mere product that they invest into, but instill their faith and repose their trust. An incomplete lifecycle of a product isn’t just a failed delivery, but a step towards a broken relationship. 

Second chances - forgiving or obscure?

While we’re all humans and naturally make mistakes, second chances are not easily available. Errors can be unforgiving.  In a cutting throat competitive environment, the sight of second chances is not invisible, but rare to the extent of obscurity. 

Customer Service plays an indispensable role in letting the chance of a second chance never occur. Impacting customer retention, retaining brand reputation and continuing the account of profitability by turning one-time buyers into long-term loyal buyers are key advantages served by right customer service. 

Proportions – direct & indirect

One failed delivery is directly proportional to a competitor gaining an advantage. According to global consumer studies, delivery experience stands as one of the most pivot factors influencing repeat purchases – outweighing other factors. 

An undelivered parcel is a loop of direct and indirect proportions. 

A failed delivery is directly proportional to loss of trust, indirectly proportional to repeat purchases and customer recommendations with a direct proportional impact on credibility. 

A missed delivery cannot be a mere apology, but a source of loss of investors - those who invest trust and help churn business.

Trust - the new conversion metrics

Marketing teams incur heavy costs on customer acquisition cost, dedicated campaigns and conversion rates. Reliability is an organic pillar that can be supplied at free of cost – with honesty, integrity and wholeheartedness. 

Fulfilment partners must move beyond “moving parcels” and scale to build credibility. Companies cannot label themselves as a courier solution – but a trust infrastructure brand. 

Discount code v/s failed delivery

The eCommerce brands that will establish the reign of South Africa are those who consider delivery as part of their brand promise – not just an operational line item. 

Customers may forget a discount coupon code, but not a failed delivery. A discount is transactional, but a delivery is emotional. Nobody can keep a track of emotions with which the customer hits the button “Buy Now”. 

Once an order request is sent, the transactional details fade and dwindle with time. But what shall stay ahead of time will be the feelings attached to the order. 

Imagine and predict

The birthday gift that arrived 5 days ago.

The outfit that didn’t show up before a grand ceremony.

The package that said “delivered” - but never had a portal to do this. 

That memory synergises with the brand — not the courier, not the warehouse, not the logistics partner, but the brand. 

A predictable delivery where “No clue” does not find space, a transition from an order placement will transition to enhanced brand equity. When customers receive their orders on time, with clear communication and no friction, they remember the confidence.

Trust - the only mile

The final mile is where promises are upheld and digital experience camouflages into the real-world execution. This is exactly the point where we say “Checkmate”. 

Trust is the only mile to walk miles…

By Sahil Affriya, the Founder of Shiprazor