Fast dispatch promise or a longer, safer one, which to publish?
A quick promise can win a shopper but breaking it costs trust, while a longer promise you always beat feels better, so think about what you can keep on your worst day.
Almost every store shows a dispatch time somewhere. The temptation is to promise the fastest number you can imagine. The better question is what you can keep when things go wrong. A promise is only as good as your worst week.
Dispatch is not delivery
First, a distinction. Dispatch is when you hand the parcel to the courier. Delivery is when it reaches the customer. You control the first, and you do not control the second. Publish a dispatch promise, and for delivery say that the courier's time applies after that, without guessing a number. See setting honest delivery time expectations.
The case for a fast promise
A short dispatch time can be reassuring. A shopper who wants a gift or is impatient may choose the store that says it ships quickly. If you hold stock and pack well, you may be able to do it every day.
The danger is the missed day. If you promise same-day and then fall behind because of illness, a power cut or a rush, the customer feels let down. Late deliveries create messages, refunds and bad reviews. See what to say when an order is delayed.
The case for a longer promise
If you say two to three days, and you usually ship the next day, customers are pleasantly surprised. You also have a cushion for busy periods. Under-promising feels safer, and it costs you little if your shoppers are not in a hurry.
The downside is that some customers may skip you. A slow promise on a gift product at a busy time may lose the sale.
Think about your actual routine
- Do you pack every day, or only on some days?
- What time must an order come in to leave today? See setting a daily cut-off time for orders.
- What happens on a Sunday, a holiday or when you are away?
- Do you make to order, or hold stock?
Write the answers down, then set a promise that fits the slowest realistic case, not the best.
Be careful with courier speeds
I will not tell you how fast any courier will deliver. It depends on the route, the weather, the festival rush and a hundred other things. Keep your public wording to what you control, and tell customers they will receive tracking when you ship. See what to send customers at each shipping stage.
Where to say it
Mention it in a few places so no one is surprised. Your announcement bar, product pages and policy page can all carry the same line. You can edit the announcement bar in your store settings. See edit homepage hero and announcement bar.
Adjust with evidence
Track how many orders leave on the day you promise. If you hit it nearly every time, shorten the promise by a day. If you miss it often, lengthen it. It is far better to move the number up now than to apologise later.
A promise you quietly beat builds trust slowly, and a promise you miss can undo it quickly.