eCommerce is constantly changing and evolving, simply delivering packages quickly isn’t enough anymore. Shoppers now expect deliveries to be fast, reliable, and flexible from next day delivery to weekend options and click and collect.
As delivery operations become more complex, understanding how carriers perform is essential. Without clear visibility into delivery data, retailers risk delays, rising costs, and damaged customer trust. By tracking the right delivery metrics, businesses gain clear insight into carrier performance to make sure packages reach customers when they expect them.
If you’re ready to dive into your company’s delivery analytics, take a look at Scurri’s reporting software.
What are eCommerce analytics?
eCommerce analytics are the data metrics that are measured during the end-to-end online shopping journey – diving into customer behaviour, order processing and delivery. Rather than focusing on a single stage, these insights give you an overview of how customers interact with your brand, how orders move through to fulfilment, and how delivery performance impacts their overall experience.
For many retailers, analytics mainly focus on the front-end such as clicks, impressions and sales. While these metrics are important, they only focus on one part of a user journey. eCommerce analytics widen visibility far beyond the checkout process, helping teams understand what happens after an order is placed and whether or not delivery promises are being met.
When used across delivery and fulfillment, eCommerce analytics enable retailers to track order volume, delivery option chosen, regional demand patterns and service outcomes. This data helps to identify inefficiencies, uncover frequent issues, and highlight where carrier performance is affecting a customer’s experience.
By bringing customer behaviour and delivery performance together, eCommerce analytics help retailers to make informed decisions, improve reliability and align operational performance with the expectations set at checkout.
If you have any questions about eCommerce analytics, get in touch with our expert team.
Key metrics eCommerce teams should track
For delivery teams, eCommerce analytics aren’t just about collecting data, it’s about measuring and utilising the right metrics to improve their performance long-term.
Some of the most important metrics to track:
• On-time delivery rate: Measures how often carriers deliver orders during the ‘promised delivery’ window.
• Delivery success rate: Tracks completed deliveries without damage or loss.
• Average delivery time: Monitors how long each delivery takes and gives you an average.
• Failed delivery rate: Identifies orders that deliveries couldn’t be completed because of address issues, missed attempts or any other errors.
• Cost per delivery: Measures the financial efficiency of each carrier relative to speed and reliability.
• Customer complaints and feedback: Captures how customers perceive delivery quality, highlighting areas where carriers need to improve.
By monitoring these specific metrics, delivery teams can compare carrier performance objectively, optimising their delivery strategies, reducing costs, and ensuring a consistent, enjoyable experience for customers.
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Improving carrier performance with eCommerce analytics
Collecting metrics is only the first step in improving performance. True impact will come when you apply insights to impact operations. eCommerce analytics enable delivery teams to move beyond reactive problem-solving and make data-driven decisions that enhance carrier performance, reduce costs, and improve customer satisfaction.
• Identify under performing carriers
By tracking key metrics like on-time delivery and delivery success rate, teams can spot carriers that consistently underperform and fall short of expectations. Analytics highlight patterns such as certain regions, delivery types or peak periods of underperformance – allowing managers to address issues quickly with data to back their decision.
• Optimise carrier allocation
Not every carrier excels in every area of delivery. eCommerce analytics shows which carriers perform best in which conditions, such as express delivery, weekend shipping or high-volume regions. These metrics allow teams to route orders intelligently, only using premium priced services for urgent orders and using cost-effective services for everything else.
• Reduce failed deliveries
Tracking metrics like failed delivery rate and customer complaints helps teams to pinpoint common issues with delivery failures. Whether it’s inaccurate addresses, missed delivery windows or process inefficiencies, these insights guide corrective actions, training, and carrier choices.
• Control fulfilment costs
Monitoring cost per delivery alongside performance metrics gives you a clearer picture of ROI for each carrier. Analytics help identify when a cheaper option is underperforming or when investing in a higher-performing carrier is justified, balancing cost-efficiency and effectiveness.
• Improve customer experience
Analytics help teams to connect delivery performance back to the customer journey. Understanding how delays, failures or inconsistent service affect satisfaction and repeated orders enables retailers to maintain trust and loyalty even during peak seasons.
• Enable continuous improvement
By using eCommerce analytics to monitor carrier performance and delivery outcomes on an ongoing basis, teams can identify trends, refine delivery strategies, update routing rules, and negotiate better terms with carriers. Analytics highlights recurring issues and opportunities for improvement, giving managers the data to make confident, informed decisions. Over time, this approach leads to faster deliveries, fewer errors, and more efficient operations.
Best practices for delivery teams using eCommerce analytics
Delivery teams that implement eCommerce analytics best practices can turn data into operational improvements, reduce errors, and improve customer satisfaction.
• Set clear performance benchmarks
Use historical data trends to set realistic targets for carriers, delivery times and success rates. Clear benchmarks make it easy to spot underperforming carriers and also measure improvement over a period of time.
• Monitor metrics regularly
Delivery performance can change quickly, especially in peak seasons. Regularly reviewing metrics like on-time delivery, failed delivery rate, and customer complaints helps teams catch issues early and react proactively.
• Integrate analytics across systems
Combine eCommerce metrics with carrier management, fulfilment platforms and customer feedback tools. A connected system makes sure that insights are actionable and visible across teams.
• Focus on high impact metrics
Not all metrics are equally important. Prioritise metrics that directly affect customer satisfaction and cost.
• Plan for peak seasons
Utilise historical data to forecast volume peaks and allocate carriers accordingly. This will reduce bottlenecks significantly during busy periods like Christmas – making sure customers are still getting the delivery service they were promised.
By adopting these practices, delivery teams can use analytics as more than a reporting tool, leveraging the data to improve every step of operations.
Make smarter delivery decisions with Scurri’s eCommerce analytics
eCommerce analytics is more than just numbers – it’s a tool that your teams can use to improve performance, reduce costs and offer a great customer experience. By tracking and utilising the right metrics, teams can optimise routing, hold carriers accountable and make data-driven decisions that keep operations running smoothly.
With Scurri’s reporting dashboards, all your delivery data is in one place, giving you real-time visibility across carriers, regions and delivery types. This transparency helps teams act quickly on issues, continuously improve processes and turn analytics into a competitive advantage. The result? Fast, more reliable deliveries and happier customers.
Ready to take control of your deliveries?
See how Scurri’s eCommerce analytics dashboards give you full visibility of carrier performance, optimise routing, and turn data into actionable insights. Explore Scurri today and start making smarter delivery decisions.