Answer extracted from the Just-in-Time | Your E-Commerce Logistics Podcast podcast — listen to the full episode below.
How often should you send proactive order status updates to customers during transit?
Customers should receive a live status update about their parcel every 48 hours during transit. If delivery takes longer than that window, send an interim milestone message confirming everything remains on schedule and reaffirming the original delivery promise.
The principle behind this cadence is straightforward: silence creates anxiety. When customers stop hearing from you, they begin to worry—even if the parcel is moving exactly as planned. Regular, proactive communication removes that uncertainty and maintains trust in the shipping process.
Interim milestone messages are particularly important when transit extends beyond the initial 48-hour threshold. These messages don't need to introduce new information; instead, they serve as reassurance touchpoints that reinforce the delivery timeline and remind customers they can expect their order on the promised date. As Arne explains in the Just-in-Time podcast, this approach balances keeping customers informed without overwhelming them.
The frequency matters because 80% open rate for post-purchase tracking notifications demonstrates that customers actively engage with these messages. They're not treating them as clutter—they want the information. This high engagement rate underscores why consistent communication at regular intervals is so effective.
Beyond the 48-hour window: Why interim updates matter
Many merchants assume that silence between carrier handoffs is acceptable, or that one status update per week is sufficient. This mindset misses a critical opportunity. When transit stretches beyond two days without a sign of life, customers begin to mentally recalculate: "Has something gone wrong? Is my package lost?"
An interim milestone message prevents this spiral by explicitly confirming that the delivery remains on track. It doesn't require a new scan or carrier data; it's simply a reassuring message from the merchant saying, "We're aware of your order, we've been monitoring it, and everything is proceeding as expected." This small gesture has an outsized impact on customer confidence.
One practical consideration: coordinate these messages across all logistics partners. If your merchant sends an interim update while the carrier's tracking system goes quiet, customers may still feel abandoned. A unified post-purchase experience—as discussed in detail within the full episode on Listenly—ensures no gaps appear in customer visibility.
"Within every 48 hours, customers should hear, kind of get a live sign of the parcel, if the transit takes longer, we would suggest having an interim milestone communication."
Arne — Founder and CEO, Parcel Perform. With 12 years of experience in e-commerce and logistics across Southeast Asia and globally, Arne started at Zalora (a fashion e-commerce platform), then progressed through Singapore Post and DHL e-commerce before co-founding Parcel Perform to unify the post-purchase experience across multiple logistics partners.
For context on how customer expectations compare to retailer assumptions, learn more about the perception gap between customers and retailers on post-purchase improvements—a gap that tracking communication frequency directly helps close.
See also
How should retailers communicate expected delivery dates to minimize customer confusion during checkout?
Retailers should be very clear and specific about delivery projections by telling customers the exact weekday and number of days until arrival, rather than using vague or generic estimates.
What percentage of customers believe the post-purchase experience can be improved, and how does this compare to retailer perception?
93% of customers think the post-purchase experience can be improved, whereas only 18% of retailers believe it can be improved, revealing a significant gap between customer expectations and retailer awareness.
Key takeaways
- Send tracking updates every 48 hours to keep customers engaged and reduce anxiety about parcel status.
- Use interim milestone messages during longer transits to reassure customers that their order remains on schedule, even without new scan data.
- Coordinate communication across all logistics partners to ensure a unified, gap-free customer experience throughout the delivery window.
- High engagement rates (80% opens) confirm that customers actively value and expect regular post-purchase tracking notifications.