The delivery service affects conversion, costs and returns. We cover selection criteria, delivery methods, rates, cash on delivery, website integration and common mistakes.
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Choose a delivery service for an online store by coverage, delivery times, price, reliability and integration with the website. Start by analyzing where your customers live and what you ship, compare several carriers on real orders and give the customer a choice of two or three delivery methods. Review the terms every six months.
The set of methods depends on the product and the audience. In Ukraine the typical carriers are Nova Poshta, Ukrposhta, Meest and courier services; the market and its terms change, so check the current rates. Below are the main options and what to look at in each of them.
| Method | When it fits | What to watch for |
|---|---|---|
| Branch | Regular parcels, the customer picks up at a convenient time | Opening hours, storage period, queues |
| Parcel locker | Small and light items, self-service pickup | Size and weight limits, availability in the town |
| Courier | Bulky or valuable items, door-to-door delivery | Higher cost, delivery window, exact address |
| Postal shipment | Remote towns and villages, wide coverage | Longer delivery times, cash on delivery terms |
| Pickup | You have your own warehouse, store or pickup point | Opening hours, product reservation, payment on the spot |
| International delivery | Sales abroad | Customs rules, documents, rate zones, delivery times |
Two or three methods are enough for most stores. Each extra option complicates accounting, packing and support.
Evaluate each candidate against the same list of questions.
The price per kilogram says little about real costs. A rate usually consists of several parts: the base cost by weight and route, volumetric weight for light but large boxes, the declared value with an insurance fee, a fee for cash on delivery or money transfer, and a surcharge for a courier or delivery to the address.
Calculate the cost of returns separately. If your niche has many exchanges, these costs affect the choice as much as the price of outbound delivery.
Suppose the first carrier has a lower base rate but charges a cash-on-delivery fee and a volumetric weight surcharge for light boxes. The second costs more at the base rate but includes insurance and handles money transfers at no separate charge. For a store with a large share of cash-on-delivery orders and light, bulky goods, the second option can cost less than the first. For a store with small, heavy parcels and prepayment, the conclusion is the opposite. So compare on your own data and avoid relying on other people's tables.
Hidden surcharges at the end of checkout often lead to abandoned orders. So show the delivery cost as early as possible, for example on the product page via a calculator or in the cart. Set the free delivery threshold based on the average order value so that it encourages customers to add one more item without eating into your margin.
Check liability for loss and damage, the declared value limit, the deadlines for filing claims, storage terms and the procedure for paying out cash on delivery. The terms may differ from the public rates, so clarify them with the manager and get them in writing.
If you ship more than a few parcels a day, creating waybills by hand takes a lot of time and leads to address errors. Check whether there is a module for your platform, whether waybill numbers are saved in the order, whether statuses update automatically and whether the customer receives a notification with tracking.
Record the condition of the parcel at dispatch in photos and video, and keep the waybills and correspondence. This makes a claim easier in case of loss or damage. A well-packed order loses disputes less often, so set up packing at the same time as you choose the service.
Before holidays and during sales, carriers' volumes grow and delivery times may get longer. Check with the manager in advance how the service works during the season, and do not promise customers an exact delivery date where the carrier does not guarantee one. Stock up on packing materials and hand over shipments on time: a late handover on a peak day means an extra day in transit.
Cash on delivery removes the fears of new customers, but some parcels are never picked up. The store then pays for the trip both ways and keeps the product off sale. To reduce such cases, confirm orders by phone call or message, offer a small benefit for paying online, limit the cash-on-delivery amount for new customers and track refusals by town and product category. Who bears the costs of a refusal is determined by the contract with the carrier and the current rules, so check this before launch.
A failure at one service should not stop the store. Connect a second carrier, check that waybills are created in both, and describe when you switch: branch delays, lack of coverage, damaged parcels. The customer should see only working delivery methods on the website.
To start, one main service and one backup are enough. Customers need two or three delivery methods rather than a long list that makes the choice harder.
It is convenient for new customers, but it adds a fee and the risk of unclaimed parcels. Many stores offer both cash on delivery and online payment and monitor the share of parcels that are refused on receipt.
Base it on the average order value and the margin. Estimate how much delivery costs you and whether the extra item in the order covers that amount. The threshold should be slightly above the average order value.
It is a calculated weight based on the box dimensions. It applies to light but large parcels. The carrier sets the formula and the coefficient, so check them in its rates.
It depends on the product and what your audience expects. Branches and parcel lockers are usually cheaper; a courier is more convenient for bulky and expensive goods. It is best to give the customer both options.
Choosing a delivery service is a balance between price, delivery times, reliability and convenience for the customer. Compare carriers on real orders, show the cost before payment, set up automatic waybill creation and review the terms every six months. Make a short table with the carriers, rates and manager contacts, and update it after every change. The LightSEO team from Mukachevo has been building websites and online stores since 2015 and can help you connect delivery during online store development and launch and prepare delivery data for Google Shopping.
