“Tell me and I forget; teach me and I may remember; involve me and I learn.” - Benjamin Franklin
In April, Sendle U.S. hosted its first Sendle Connect in Los Angeles, California. We gathered online retailers, shipping enthusiasts, and logistics experts in one room to learn from each other’s experiences, gain more insights about ecommerce and shipping, and explore potential opportunities together. One of our partners, EasyPost, a shipping API provider, participated as well.
We learned a lot from the event (and we don’t want to gate-keep anything), so here’s a recap of our key takeaways, mostly around improving customer experience through shipping, carrier diversification, tariffs, the role of AI in logistics, and the list goes on.
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We discussed several topics during the event. Here are valuable insights and topics that sparked the most conversation:
1. Carrier diversification can keep your business moving and save costs.
While locking in contracts with major carriers might seem like a safe bet, many businesses are finding these agreements increasingly inflexible and costly. Participants discussed how some carriers impose high minimums and set rates in ways that are difficult for small- and mid-sized shippers to challenge. This lack of agility can hinder a business’s ability to pivot, especially in response to sudden disruptions.
”Unexpected disruptions can pop up. For example, people can go on strike, and carrier diversification hedges against the risk of that. Also when you're in contracts and you have to give that volume, it's hard to distribute it. Otherwise you're not going to lock in great rates on those contracts.” ~ Chris Jensen , Director of North America Sales, Sendle
Businesses can match different carriers to specific use cases to ensure better performance across product categories, delivery zones, and customer needs. Diversification also offers leverage during contract negotiations and helps avoid the pitfalls of being locked into restrictive or expensive agreements.
2. AI helps with cost optimization, implementing address validation solutions, and more.
AI is no longer a future consideration in shipping. It plays a crucial role in operational efficiency, particularly through tools like address validation. Missing apartment numbers, for example, are a recurring issue that can be minimized using smart validation software that flags incomplete or inconsistent data before a package ever leaves the warehouse.
AI-powered platforms have also started streamlining logistics by analyzing massive datasets to predict carrier performance, optimize shipping costs, and identify trends. EasyPost even shared about their latest AI tool that surfaces insights on everything from delays to cost-saving routes tailored by industry.
3. Pricing and transparency are common shipping concerns for customers.
One recurrent theme during the event was the increasing expectation for transparent pricing and accurate carrier information at checkout. Sure, many gravitate toward cheaper shipping options, but they also want to understand what they’re paying for. Hidden fees, unpredictable surcharges, or vague delivery timelines erode trust and customer satisfaction.
To maintain credibility and build loyalty, the participants figured it’s helpful for businesses to choose a carrier that offers clearly-outlined delivery windows, detailed tracking, and upfront rates. This includes displaying a fully landed cost at checkout—covering duties, taxes, and fees—especially for cross-border shipments to the U.S., where unexpected tariffs can lead to cart abandonment or costly surprises for buyers.
4. Retailers can bank on different approaches to handling returns.
Returns have become front and center in the post-purchase experience. During the breakout session, a Sendle customer shared how their team evaluates each returned product. For their company, For them, it’s a three-pronged approach that keeps things moving, while minimizing waste.
”If it’s sellable, it heads back into inventory. If it's a baby product, it's open or if it's not safe, it goes to the seller. And then our sellers, we send them a weekly list. Then they decide whether they want to donate, destroy, or send them back to suppliers.” ~ Tariq Manzoor , President of Tradecozone Inc.
The question ‘should returns be free?’ also came up. The participant noted that some customers are more likely to follow through when it’s a free label and a quick drop-off. But when fees come into play, many of them say “You just keep it.”And that decision, multiplied across thousands of products, can tilt the scale on profit margins.
Regardless of your approach, whether you’re absorbing the cost, baking it into your pricing, offering partial credit instead of full refunds, or something else, what matters most is consistency, clear communication, and keeping your customers feeling cared for, even when they change their minds.
5. Reliable shipping influences overall customer experience.
At the end of the day, shipping plays a huge role in customer experience. The participants captured this sentiment best, noting that a customer’s perception of a brand is often shaped by how (and when) their package arrives. One negative shipping experience can cascade into poor reviews, lower conversion rates, and even lost lifetime value.
This is why a reliable, multi carrier shipping strategy, combined with great communication and transparent expectations, is so crucial. Fast isn’t always best, but consistent, accurate, and clearly communicated shipping will always win customer trust and repeat business.
6. Proactively communicate to reduce customer churn.
Shipping mishaps are inevitable, but how brands handle them is what sets the leaders apart. The participants noted that addressing issues before customers even reach out can dramatically reduce churn and turn a potentially negative experience into a positive one.
Keeping customers in the loop (even without overextending standard support policies) can build trust. It can make them feel valued and cared for, whether it’s sending early warnings about delays, offering real-time tracking updates, or following up post-delivery to confirm satisfaction.
7. Customer satisfaction over speed of resolution, always.
Metrics like average handle time and ticket resolution speed have long dominated customer support KPIs. However, it’s pointed out that these traditional measurements may not always align with what matters most to customers: feeling heard and supported.
The conversations emphasized that what really drives long-term satisfaction and loyalty is the quality and empathy embedded in the support experience. That said, instead of pushing teams to close tickets faster, businesses may consider optimizing for their Customer Satisfaction Score (CSAT). This may involve giving agents more flexibility, investing in better training, or even revising workflows that prioritize completion over resolution.
We’ve got more events coming up!
These are just some of our key takeaways from our first Sendle Connect. If you’re keen to also learn from inspiring business owners and shipping pros, we’re already brewing up the next event for you.
We’ll be sharing all the details on social media and via email . Be sure to keep an eye on your inbox and follow us on Instagram, Facebook, or LinkedIn (if you haven’t already). Let’s connect soon!