The Growing Complexity of Delivery Operations
Today’s Enterprise retailers are managing a delivery landscape that is more complex than ever. Customers expect faster, more reliable, and more flexible delivery options, from next-day and weekend delivery to click-and-collect and specialised services. Meeting these rising expectations requires careful coordination across multiple carriers, regions, and order volumes.
Getting this right isn’t just about avoiding delays or unhappy customers; it can also become a competitive advantage. Retailers that can orchestrate multiple carriers and manage delivery at scale reduce operational costs, maintain customer trust, and stand out in a crowded market.
Balancing these demands isn’t just about speed; it’s about consistency, reliability, and ensuring every customer receives their order exactly how and when they expect it.
The Risks of Relying on a Single Carrier
Relying on a single carrier can limit flexibility at a time when delivery operations are becoming increasingly complex. When capacity tightens or service levels change, retailers have fewer options to protect delivery promises and customer experience.
Beyond operational and cost impacts, relying on a single carrier can also affect brand reputation. When deliveries are delayed or service levels slip, customers are more likely to associate that poor experience with the retailer rather than the carrier. Over time, repeated issues can erode trust, damage brand perception, and make it harder to retain customers in a market where delivery experience plays a key role in purchasing decisions.
During peak trading periods, this reliance can create added pressure. Without alternative carriers in place, any disruption or delay is felt more widely, increasing the risk of missed SLAs and dissatisfied customers.
A single-carrier model can also reduce control over cost and performance. With limited negotiating leverage and fewer service options to choose from, it becomes harder to balance delivery quality with cost efficiency across different regions and order types.
Flexibility to Meet Diverse Customer Needs
According to Scurri’s data, delivery volumes increased by 19% year-on-year during November and across Q4, highlighting the uplift in demand beyond individual peak weekends. This reflects a prolonged period of high shipment volumes, as customers place greater reliance on retailers to deliver on the options they choose, whether that’s next-day delivery, weekend services, or standard delivery. Failing to meet these commitments can have serious consequences.
When delivery promises aren’t fulfilled, customer satisfaction can quickly decline and confidence in the brand can be impacted. Missed deliveries during high-volume periods such as Q4 can lead to churn, fewer repeat purchases, and reputational damage. A flexible, multi-carrier approach helps retailers adapt to sustained volume increases and varied delivery preferences, maintaining trust and meeting customer expectations throughout the busiest months of the year.
Greater Control Over Fulfilment Costs
Managing multiple carriers gives retailers more control over fulfillment costs, helping them balance speed, reliability, and customer expectations. By carefully choosing carriers and setting rules – for example, routing standard deliveries to cost-effective carriers while reserving premium services for urgent orders, businesses can optimise carrier rates and avoid unnecessary spend.
Multi-carrier Delivery as a Foundation for Growth
Multi-carrier delivery supports long-term growth by giving retailers the flexibility to scale during high-demand periods and respond to changing customer behaviour. During peak trading in 2025, year-on-year growth was strongest across Signature delivery (+29%), Standard delivery (+17%), driven in part by free shipping promotions around key dates, and Next Day delivery (+15%), highlighting how delivery options are increasingly used to influence purchasing decisions.
With access to multiple carriers and services, retailers can confidently promote different delivery options at key moments, whether encouraging standard delivery through free shipping offers or prioritising premium services for higher-value orders. This flexibility allows retailers to manage higher volumes, support promotional activity, and expand into new markets without placing undue strain on a single carrier.
Conclusion
Multi-carrier delivery offers clear advantages for retailers looking to meet growing customer expectations and manage complex operations. It helps reduce reliance on a single carrier, maintain reliability during peak periods, and optimise fulfillment costs, all while supporting scalability and expansion into new markets.
Retailers that adopt a flexible, multi-carrier approach are better equipped to balance high volumes, deliver on promises, and maintain customer trust: positioning themselves for continued growth in an increasingly competitive landscape.