Delivery experience is not only a last-mile challenge. It starts in fulfillment, where operational performance sets the foundation for speed, accuracy and reliability throughout the delivery journey.
DELIVERY EXPERIENCE INDEX 2026
Delivery performance vs. delivery experience
By delivery performance numbers, Swedish e-commerce may look strong in 2026, but what about delivery experience? When 5,000 shoppers were asked across five sectors, delivery was said to drive 29-42% of satisfaction with the brand, depending on the category. Operational success and customer satisfaction have drifted apart, and revenue falls through that gap.
Six delivery experience touchpoints, six owners
Delivery experience spans six touchpoints, and each sits with a different team inside the retail org, who measure delivery the way logistics teams have always measured it: on-time rates, lead times, scan compliance. No single team owns the experience end to end, but in 2026, shoppers rate retailers on all six.
Delivery experience index 2026
Replacing assumptions with data
Retailers have optimized delivery as a logistics process. The next step is to manage it as a commercial discipline, with the same rigor applied to pricing, assortment and conversion.
Delivery experience index 2026
Meet the experts
Ola Wahlström
Sr. Consultant and co-founder, Wahsel
Maria Johansson
Head of Consulting and IT, Insitepart
Hanna Morell
Head of Partnerships, Ingrid