During the height of the COVID-19 pandemic and its lingering aftermath, global supply chains faced unprecedented challenges. Shipping container shortages, clogged ports, and labor bottlenecks contributed to weeks—or even months—of delays in product deliveries from manufacturers to sellers and ultimately to customers. For eCommerce businesses, especially those relying on third-party fulfillment apps, these disruptions led to intense customer dissatisfaction. The most successful stores, however, managed to preserve trust with their consumers through effective communication strategies, despite forces outside of their control.
TLDR: During the global shipping crises, fulfillment apps exacerbated supply chain delays due to poor coordination and limited visibility. Many eCommerce shops faced customer frustration but were able to maintain loyalty by openly communicating delays, updating customers regularly, and offering creative incentives. Those who adapted their messaging strategies quickly came out with stronger customer relationships. Transparency and empathy were key drivers in rebuilding trust.
How Fulfillment Apps Became a Critical Failure Point
Fulfillment apps—typically responsible for syncing inventory, automating shipping processes, and connecting retailers to third-party logistics (3PL) providers—are supposed to streamline operations. But during global shipping disruptions, cracks appeared in their capacity to handle crisis situations. Many apps fell short in key areas:
- Lack of Real-Time Data: Delays at ports and customs weren’t reflected in app dashboards, preventing sellers from offering accurate delivery estimates.
- Poor Communication Features: Many fulfillment platforms didn’t adequately notify sellers of backlogs or allow for mass updates to customers.
- Overdependence on Third-Party Logistics (3PLs): With limited control over external suppliers and transporters, sellers were caught in a limbo they couldn’t explain.
For example, shops using mainstream fulfillment apps like Oberlo, ShipStation, or Easyship were often left unaware of delays in international shipping lanes until customers began complaining. This reactive posture damaged customer experience and led to a flood of refund requests, chargebacks, and negative reviews.
Real-World Consequences for eCommerce Shops
Retailers were quickly put in a precarious position. They had already spent money on social media ads, email campaigns, and influencer partnerships to promote timely product drops. Now, they were dealing with:
- Unfulfilled pre-orders with no clear timeframe for delivery
- Increased support tickets from anxious or angry buyers
- Reputational damage visible through negative TrustPilot or Google reviews
In one case, an apparel brand based in Los Angeles saw delays stretch to 12 weeks for shipments from their overseas manufacturer. Their fulfillment app repeatedly marked orders as “in transit,” though they had never left port. Customers accused the brand of deceit, not understanding that the issue lay further down the supply chain.
How Shops Communicated Delays Without Losing Trust
Despite the challenges, certain brands managed to retain—and even grow—their communities through strategic and emotionally intelligent communication. Here’s how they did it:
1. Proactive and Transparent Messaging
Rather than waiting for customer complaints to mount, many businesses took a proactive approach. Immediately after learning of incoming delays, they updated product pages, confirmation emails, and shipping FAQs with clear, human-centered messaging. Language like:
“Due to ongoing international shipping disruptions, orders placed today may take an additional 3–4 weeks for delivery. We appreciate your patience and understanding as we work through the backlog.”
This upfront transparency prevented false expectations and reduced the volume of support inquiries.
2. Frequent Email and SMS Updates
Silence is the fastest way to lose customer trust. Recognizing this, smart shops implemented consistent update schedules via email and SMS—even when there was no new information. These touchpoints might say:
“Just checking in! We’re still monitoring your order and working closely with our logistics partners. Thank you so much for staying with us—your support means the world.”
Such messages reassured buyers and demonstrated that the brand hadn’t forgotten them.
3. Offering Incentives and Apologies
Another effective strategy involved offering apologies in the form of small tokens:
- Discount codes for future purchases
- Free shipping on delayed orders
- Bonus items or personalized thank-you notes
This not only softened customer frustration but also drove repeat purchases. The message was clear: “We know this experience wasn’t ideal, and we’re doing something to make it right.”
4. Empowering Customer Support Teams
Instead of sticking to rigid scripts, successful brands empowered their customer service teams with more autonomy. This included:
- Real-time access to backend logistics data
- Flexibility to offer partial refunds or replace items
- Training in empathetic communication and active listening
In doing so, companies transformed their support desks into brand loyalty engines.
The Role of Leadership and Brand Identity
A key difference-maker in crisis communication was leadership stepping up. Brands whose founders or CEOs made personal statements—through blog posts, video messages, or even social media—saw stronger engagement levels. Customers appreciated the human element.
Furthermore, brands that had previously emphasized ethical sourcing, community support, or purpose-driven missions enjoyed higher levels of forgiveness. For example, one fair-trade coffee company saw customers offering to wait months for products, driven by loyalty to the company’s values and mission.
Lessons for the Future of eCommerce
The global shipping crisis taught eCommerce entrepreneurs and operators a tough lesson: you’re only as strong as your weakest logistics partner. Many are now rethinking their tech stacks and exploring better-integrated fulfillment solutions that provide:
- End-to-end visibility from factory to front door
- Built-in crisis communication tools
- Dynamic time estimates that adjust with real-world data
Moreover, brands now understand that logistical efficiency isn’t just a backend function—it is tightly tied to customer satisfaction and retention. And in a world of instant gratification, being transparent, reliable, and empathetic can be even more valuable than faster shipping times.
Conclusion: Trust Can Be Earned, Even Amid Delays
The global shipping crisis was an unavoidable stress test for fulfillment apps and eCommerce brands. While some shops faltered due to poor visibility and lagging communication tools, others turned these same challenges into opportunities to deepen customer relationships. They chose honesty over silence, empathy over excuses, and value creation over transactional thinking.
As eCommerce continues to evolve, businesses must prepare not only for technical upgrades but also for advanced customer communication strategies. In a world where shipments may once again be delayed due to geopolitical issues or natural disasters, the shops that will thrive are those that put trust, transparency, and care at the heart of their operations.