In Volume-1 of this series, we discussed the importance of shipping rates, but the types of shipping methods you offer are just as important. Shipping options and delivery speeds can strongly affect a customer’s perception, so it’s important to configure them with the customer’s experience in mind.

Stores that are highly successful in cross-border sales tend to offer a wide range of shipping options, allowing customers to choose the method that best fits their needs. This flexibility builds trust and helps improve overall satisfaction.

As we mentioned in the communication section, it’s also crucial to clearly communicate shipping-related information. Display the countries you ship to on your store, make it clear whether or not you support international shipping, and consider adding a required checkbox for customers to confirm they've read key shipping information. These measures help prevent misunderstandings and avoid issues later on.

Another major point to consider is customs duties. For cross-border shipping, duties are almost always involved. Make sure you understand how duties work in your key destination countries and prepare in advance to ensure a smooth customs process. (We’ll be releasing a separate article with a simple explanation of customs soon.)

Shopify allows you to configure duties and taxes in your store, and you can also choose shipping carriers that offer Delivered Duty Paid (DDP) services. DHL is one of the best-known carriers offering DDP, and FedEx and UPS also provide similar options. However, DDP carriers often charge significantly more than carriers that do not offer this service. For example, Japan Post does not support DDP (except via UGX). That’s why offering multiple options—including both DDP and non-DDP carriers—is key to a great customer experience. (Shipping comparison chart will be inserted here.)

Once you’re comfortable with basic shipping operations, look into simplified customs solutions. A good example is the IOSS (Import One-Stop Shop) scheme for the EU. This system simplifies customs procedures for low-value shipments. In the U.S., there's a similar De Minimis rule, which exempts shipments under $800 from duties. If you have the resources, we recommend researching customs rules in your major markets.

The way a package looks and the condition of the items inside are extremely important to customers. This is especially true for fragile or high-value products. If a package takes weeks—or even months—to arrive from overseas and is damaged on arrival, it can result in serious dissatisfaction.

Successful cross-border stores take great care in how they package products to avoid such situations.

The good news is that improving your packaging doesn’t have to be difficult or expensive. Even small changes can dramatically improve customer satisfaction. A thoughtful packaging experience increases the chances that a first-time customer will become a repeat customer. In fact, it's often said that 80% of a store’s revenue comes from repeat customers, so your packaging could be the starting point for long-term success.

The first thing to evaluate is the strength of your cardboard boxes. This might seem obvious, but international deliveries often take much longer than domestic ones. While a standard cardboard box may suffice for domestic shipping that takes one week, it may not hold up during a 2–3 month international journey. Since the box is the product’s outermost layer of protection, it needs to be strong enough to prevent any damage. Invest in sturdier boxes to ensure your products arrive in perfect condition.

The second packaging consideration is ease of handling. If your package is bulky or awkwardly shaped, it may be handled less carefully during transit or customs checks. This is often because workers simply can’t handle it properly. Making small adjustments—such as keeping the box size compact or adding carrying handles—can greatly improve the treatment your package receives. It’s also a good idea to use shipping insurance when available. Some successful stores enable shipping insurance by default at checkout and allow customers to opt out if they don’t want it. This small change can prevent major problems.

The third area to improve is your choice of cushioning material. Cushioning helps absorb shocks inside the box. You’re probably familiar with common options like paper padding or bubble wrap. But in international shipping, weight is a cost factor, so it’s better to use lightweight, impact-absorbing materials. Many top-performing stores use air cushions, which are extremely effective and add almost no weight. These are also referred to as air pillows or air bags.

workflows, but the three main areas above—box strength, ease of handling, and cushioning—are the most impactful for improving customer experience.

Real-World Success Story: The Power of Great Shipping & Packaging

Shipping and packaging have a direct impact on a store’s reputation and sales. By offering multiple shipping methods, you give customers the freedom to choose what works best for them. By delivering products in safe, well-thought-out packaging, you show customers that you care—without saying a word.

One successful store made thoughtful improvements to its packaging and has seen strong results in customer reviews. Most of the reviews they received mention the quality of the packaging and the reasonable delivery time. This positive feedback helped attract new customers, and the store now maintains a repeat purchase rate of over 60%. This is a clear sign that excellent shipping and packaging lead to long-term customer satisfaction and business growth.

Although it can be easy to overlook these elements when you're busy, shipping and packaging are essential for cross-border e-commerce success. Thinking from the customer’s point of view—how the order is shipped, how it’s received—will always work in your favor. The cost and effort involved are well worth the outcome: building strong relationships with your customers and driving more revenue.

Your store’s reputation is built from many small details—from product quality and support to UI and shipping speed. Shipping and packaging are just as important. Shipping isn’t only about speed—it’s about offering freedom of choice. And packaging is the final part of the customer journey, where the experience ends—or begins anew.