Your checkout isn’t the problem

Howdy readers 🥰

Ever notice how teams pour effort into ads and checkout, then assume fulfillment will take care of itself? 

That assumption is where loyalty quietly breaks, often before marketing ever gets a second chance. Customers do not churn months later; they decide right after they hit “Order Confirmed.”

Shipfusion pressure-tested this by placing identical orders from five clear protein brands within the same hour. Same purchase moment, same intent, completely different delivery experiences. The product was not the problem. What happened after checkout was.

The report made the gaps impossible to ignore:

👉 Only 1 brand shared a clear delivery timeline, leaving most customers guessing right after purchase
👉 Five identical orders arrived on wildly different schedules, driven by warehouse and carrier choices
👉 One shipment traveled 2,092 miles, 57% farther than average, adding days and cost that never needed to exist
👉 40% of brands went silent after shipping, missing the easiest way to reduce “Where is my order?” tickets

In habit-forming categories, these moments decide whether customers reorder or quietly disappear.

Shipfusion pulled these findings into The DTC Delivery Files, a teardown built from real orders, real tracking pages, real emails, and real unboxings. No theory. No opinions. Just what actually happened and what to fix next.

Here’s what you can act on immediately:

🚚 Spot fulfillment decisions that stretch delivery time without adding value
📦 Fix accuracy gaps that erode trust faster than slow shipping
💌 Use post-purchase communication to cut support tickets before they spike

This is not something to skim and move on from. It shows you exactly where customers lose trust and what to fix before the next order ships. Clear protein was just the test case, but the same problems show up across every DTC brand that ships.

If you ship physical products,  you need to see this.

Download the report and see how your own post-checkout experience stacks up!