Operational Reality vs. Customer Demand: Key Findings from the 2025 E-Commerce Mystery Shopping Report

E-commerce has evolved from a convenience into the default channel for a significant share of consumer purchases. As digital transactions become deeply embedded in daily life, consumers’ expectations for delivery speed, reliability, and communication have sharpened. The 2025 Mystery Shopping Report by Stord reveals a consistent imbalance across U.S. e-commerce brands: while investments in digital storefronts and customer acquisition are substantial, operational foundations in fulfillment and post-purchase experiences have not kept pace with these rising consumer expectations.

This report, based on over 250 mystery shopping transactions across four major categories – Apparel & Accessories, Nutrition & Supplements, Beauty & Personal Care, and Food & Beverage – benchmarks performance across five critical stages of the customer buying journey: pre-purchase, post-purchase communication, shipping and delivery, unboxing, and reverse logistics. The findings highlight significant gaps that undermine conversion and erode trust, while also pointing to key opportunities for competitive differentiation through disciplined operational excellence.

The Evolving Baseline of Consumer Expectations

Modern consumers now consider speed, transparency, reliability, and personalization as fundamental requirements, rather than value-added differentiators. Brands that fail to meet these elevated expectations risk losing market share and customer loyalty.

• Non-Negotiable Real-time Tracking and Communication: Order visibility is a baseline expectation. Consumers prefer real-time tracking information and expect timely updates via both email as well as text message (56% preference for SMS versus 12% of brands using SMS). Broken links or missing updates are top sources of frustration .
• Demand for Flexible and Cost-Efficient Shipping: While consumers value speed, they are generally unwilling to pay significant premiums for it. Free shipping remains a powerful expectation, with over 35% of consumers believing it should be offered for orders between $25 and $39. Many are willing to add items to their cart to qualify for free shipping, indicating that cost often outweighs speed in purchase decisions, particularly for non-urgent items .
• Clear and Accurate Delivery Dates: Predictable delivery is highly valued. Consumers want estimated delivery dates (EDDs) before committing to a purchase, with 58% expressing this preference. However, only 1% of brands provide clear EDDs, with 45% offering vague day ranges (e.g., “3-5 business days”) and a concerning 40% providing no delivery promise at all. This uncertainty is a significant driver of cart abandonment .
• Tangible Experience and Product Integrity: The physical interaction with a brand post-purchase significantly influences overall perception. Damaged goods are a leading cause of poor delivery experiences, often outweighing positive digital interactions. Unboxing is a key moment to reinforce brand identity through secure product presentation, branded packaging, and personalized inserts.
• Fair and Transparent Return Policies: Returns are a routine part of the e-commerce journey, yet policies often create friction. Consumers are sensitive to return fees and costs, preferring free returns or nominal fees under $5. A lack of clarity or the imposition of restocking fees (up to 25% of item price) introduces hesitation, particularly for new brands or high-value purchases (Stord, 2025, p. 6, 13, 21).

The modern consumer’s e-commerce benchmark is set by seamless, transparent, and reliable fulfillment. Brands that view these elements as baseline requirements and invest accordingly will build trust and foster loyalty.

Critical Operational Gaps in E-Commerce Fulfillment

The report’s mystery shopping results uncover widespread operational deficiencies across the fulfillment lifecycle, translating directly into missed conversions and elevated operational costs.

Pre-purchase: Inventory Availability and Cart Recovery

• Inventory: Brands show strong performance in inventory availability, with 95% of products readily in stock . This proactive stockpiling, driven by supply chain uncertainties, safeguards against a leading cause of cart abandonment: product unavailability. However, this must be balanced against the risks of overstocking, which ties up working capital and inflates storage costs.
• Abandoned Carts: A critical missed opportunity exists in abandoned cart recovery. A striking 93% of brands do not send abandoned cart reminders, despite 84% of consumers abandoning carts and 42% reporting that a reminder would prompt them to complete their purchase. This inaction represents thousands in potential lost monthly revenue for many brands (Stord, 2025, p. 5, 14).

What to do: 

• Implement automated, multi-channel (email as well as SMS) abandoned cart recovery sequences. Personalize messaging to address common abandonment reasons (e.g., shipping cost, product questions).

What to avoid: 

• Focusing solely on customer acquisition without optimizing the conversion funnel at this low-cost, high-impact touchpoint.

Post-Purchase Communication: Order Updates and Tracking

• Communication Channels: While all brands provide order updates via email, only 12% use SMS, falling short of the 56% of consumers who prefer text updates (Stord, 2025, p. 5, 15).
• Tracking Transparency: A significant 94% of brands provide tracking information, but only 6% offer real-time tracking (Stord, 2025, p. 5, 15). This discrepancy between providing a link and offering true real-time visibility leads to frustration.
• Implications: These gaps result in unnecessary “Where Is My Order?” (WISMO) inquiries, which can cost approximately $5 per customer interaction. For a brand processing 5,000 monthly orders, even 10% WISMO inquiries equate to $2,500 in avoidable support costs (Stord, 2025, p. 15).
• Operating Model and Roles: Customer service teams should be enabled with an integrated CRM and OMS to proactively monitor order status and provide accurate, real-time information. Automated notification systems (email, SMS, in-app) should be a priority, with clear guardrails for message timing and content.

Shipping and Delivery: Promises Versus Performance

• Delivery Reliability: Only 34% of orders were delivered as promised, with an additional 12% arriving early. A concerning 14% of brands missed their stated delivery promises, with delays averaging up to 7 days. Most notably, 40% of brands made no delivery promise at all (Stord, 2025, p. 5, 18).
• Shipping Costs vs. Speed: The trade-off is evident: free shipping typically involves a 5-day average delivery speed, while same-day or next-day delivery costs a median of $11 (ranging up to $65). Consumers expect 3-5 day delivery for free, and reluctance to pay for speed increases exponentially with longer delivery windows .

What to do: 

• Implement an advanced Order Management System (OMS) that leverages real-time carrier data to provide accurate estimated delivery dates (EDDs) at checkout. Set realistic delivery SLAs (e.g., 90% on-time delivery within a 3-day window) and monitor performance rigorously. Offer flexible shipping options that allow customers to choose between free, predictable delivery and paid premium speed for urgent purchases.

Unboxing: Product Integrity and Brand Experience

• Damage Rates: 12% of products arrived damaged, and 6% of packaging was damaged. Intriguingly, some products were damaged despite intact packaging, suggesting issues originated during manufacturing or fulfillment center handling (Stord, 2025, p. 5, 19).
• Branding & Personalization: Only 56% of brands use branded packaging, and just 36% include samples or inserts (Stord, 2025, p. 5, 20). These elements are key drivers of a memorable unboxing experience.

What to do: 

• Invest in robust internal and external protective packaging materials. Implement stringent quality assurance (QA) protocols at fulfillment centers. Leverage AI-driven personalization to curate samples or inserts based on customer purchase history or predicted preferences, transforming unboxing into a data-driven extension of the brand experience.

Reverse Logistics: Clarity and Cost

• Policy Gaps: A significant 12% of brands offered no returns policy, and 26% had vague or inconsistent terms. Only 62% published a clear policy.
• Customer Burden: 74% of brands required customers to cover return shipping costs (typically $5-10), and 10% imposed restocking fees (ranging from $5 to 25% of the item’s price). Only 3% offered free returns with shipping included.

What to do: 

• Establish clear, easily accessible return policies, ideally via a dedicated online portal. Evaluate return policies as a value proposition; consider offering free returns within a defined window (e.g., 30 days) to build trust and reduce hesitation, particularly for high-value items, while monitoring for abuse.

The aggregate data points to a systemic operational gap where brands often prioritize front-end acquisition over the foundational elements of post-purchase experience. Closing these gaps is essential for improving CSAT, reducing customer service costs, and enhancing lifetime value.

Industry-Specific Imperatives for E-Commerce Leaders

E-commerce performance varies by industry, shaped by product characteristics and unique consumer behaviors. Understanding these nuances is crucial for developing targeted operational strategies.

Nutrition & Supplements:

• Challenges: This category, defined by habitual replenishment, struggles with missed cart recovery (84% of brands), high free shipping thresholds (median $75) that deter trial, and inconsistent delivery reliability (only 38% met promises; 35% made no promise). Furthermore, 59% neglect branded unboxing, and return policies are rigid (often requiring unopened products or offering no returns). .
• Implications: These issues undermine trust and trial, critical for long-term customer value.

What to do: 

• Implement automated cart recovery to capitalize on replenishment cycles. Offer flexible trial formats (e.g., sample packs, smaller bundles) with accessible shipping. Prioritize accurate and clear delivery commitments, and use lightweight branding (e.g., inserts) to reinforce quality and safety.

Apparel & Accessories:

• Challenges: Despite often generous free shipping thresholds (median $50) and flexible return policies (74% clear, 28% extended windows), this category underperforms in cart recovery (89% of brands miss) and delivery reliability (only 42% met promises, 21% delayed). A significant 89% neglect unboxing as a branding moment .
• Implications: Missed opportunities to convert high-intent browsers and reinforce brand identity, despite operational flexibility suited to trial-and-error purchases.

What to do: 

• Deploy robust cart recovery strategies. Improve delivery performance to align with fast-fashion expectations. Elevate the unboxing experience with branded packaging and personalized elements as an extension of brand identity.

Beauty & Personal Care:

• Challenges: No brands deployed abandoned cart reminders. Free shipping thresholds (median $65) are often misaligned with smaller, trial-size basket purchases. Delivery reliability is a significant issue (only 28% met promises; 50% made no promise), and the sector has the highest incidence of damaged products (7%). Returns are fragmented, varying widely by brand.
• Strengths: This category excels in branded unboxing, with 51% of brands investing in personalized experiences.
• Implications: While experience-driven, a lack of operational reliability undermines trust in a highly competitive, social-media influenced market.

What to do:

•  Implement cart recovery. Calibrate shipping thresholds to encourage trial for smaller items. Prioritize both aesthetic packaging as well as protective inner packaging to prevent damage. Standardize clear delivery promises.

Food & Beverage:

• Challenges: Like other categories, no brands deployed abandoned cart reminders. High free shipping thresholds (median $75) often compete with grocery basket economics. Delivery reliability is underdeveloped (only 24% met promises; 48% made no promise), posing risks for perishable goods. Unboxing is largely functional, with 71% lacking branded or personalized elements. Returns are highly restrictive due to regulatory constraints (57% no returns) .
• Implications: Operational rigor often prioritizes product integrity over customer flexibility, limiting acquisition and loyalty in a category where freshness and trust are paramount.

What to do: 

• Implement timely cart recovery. Consider marketing-driven free shipping incentives for first-time buyers. Invest in robust logistics for perishable goods to ensure reliable, precise delivery. Use branded seals and thoughtful packaging to signal freshness and quality. Explore creative trial models to overcome return policy limitations.

Each sector requires a tailored approach. E-commerce leaders must analyze their category’s specific consumer behaviors and product characteristics to identify and prioritize operational improvements that yield the greatest impact on customer satisfaction and profitability.

Closing the Gaps in Consumer Experience

The Stord 2025 Mystery Shopping Report provides a clear mandate: consumers expect a seamless and reliable e-commerce experience from initial browsing through delivery and returns. While brands have invested significantly in front-end engagement, many are failing to meet these fundamental expectations in fulfillment and post-purchase operations. This creates a quantifiable “expectations-experience gap” that directly impacts conversion rates, customer retention, and brand loyalty.

Addressing this gap requires more than incremental adjustments; it necessitates a strategic investment in robust operational infrastructure and disciplined execution at scale. Brands must integrate advanced commerce enablement technology with high-volume fulfillment services. This includes sophisticated Order Management Systems (OMS) for accurate delivery estimates and inventory visibility, Warehouse Management Systems (WMS) for efficient processing and quality control, and intelligent automation for personalized post-purchase communications . Furthermore, a well-defined operating model with clear roles, guardrails (e.g., maximum allowable delivery deviation), thresholds (e.g., minimum cart value for free shipping), and SLAs (e.g., notification frequency) is essential to consistently deliver on promises.

The brands that move fastest to align their operational capabilities with these elevated customer demands will not only safeguard existing revenue but also capture disproportionate growth, setting the new standard for U.S. e-commerce.

Source: Stord. (2025). *2025 Mystery Shopping Report: Are U.S. E-Commerce Brands Delivering on Consumer Expectations?