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parcelLab has published a benchmark study of UK online fashion retailers' post-purchase customer experience, naming category winners across checkout, delivery and unboxing, returns, and customer communication.
The study assessed up to 150 retailers through test purchases made under the same conditions, examining how brands handle the period after a shopper clicks buy. It found that leading retailers use delivery information, packaging, returns processes and direct customer updates to keep shoppers engaged after the sale.
AllSaints was named the top performer in checkout for showing dynamic estimated delivery dates on product pages, including size-based delivery timing, alongside upfront information on fees and policies.
Other brands highlighted in the checkout category included Lounge, TOG24 and Oh Polly, which allow shoppers a short period after purchase to edit their delivery address or add items to an order. Stradivarius was also noted for recalculating estimated delivery dates in real time when a customer enters a postcode at checkout.
Delivery and unboxing
Harrods took the top spot for delivery and unboxing for its plastic-free cardboard packaging, branded interior styling and protective paper wrapping instead of standard plastic mailers.
UK fashion orders reached customers in an average of 2.3 days, according to the findings, but more than 56% of merchants still used standard unbranded plastic packaging. The report suggests some retailers are treating the package itself as another customer touchpoint rather than simply a logistics cost.
Mainline Menswear was cited as an example, with QR codes printed on the outside of shipping boxes directing customers to return portals or app downloads. Bravissimo was also highlighted for offering plain outer packaging at checkout for customers who want discretion.
Returns process
In returns, MR PORTER and NET-A-PORTER were named joint winners for offering exchanges, scheduled doorstep collections and clear step-by-step guidance.
parcelLab's research found that more than 78% of UK return portals defaulted to a standard refund route. It said brands offering alternatives such as exchanges, digital credit or faster repayments were more likely to retain revenue that might otherwise be lost.
EGO was cited for issuing refunds to customer accounts before parcels are physically dropped off, while Adidas was noted for giving customers the choice between a digital gift card shortly after drop-off or a conventional refund to the original payment method.
Communication channels
Represent and Ralph Lauren were recognised for post-purchase communication. Represent was cited for sending order updates and delivery alerts through WhatsApp, while Ralph Lauren was highlighted for automatically sending apology emails with a 15% discount voucher when transit delays occur.
Nearly half of UK fashion retailers still direct shoppers away from brand-owned channels by using tracking links that send them to carrier websites, the research found. It also highlighted EGO's use of Apple Wallet tracking passes, which let customers receive live delivery status alerts on their phone lock screen.
Anton Eder, Co-founder of parcelLab, said the period after checkout remains an underused area of eCommerce despite its direct contact with every customer.
"The post-purchase phase is the only part of eCommerce with a 100% customer engagement rate," said Anton Eder, Co-founder of parcelLab.
"Leading UK fashion brands have realised that excellence after the buy button isn't just an operational detail - it's a core growth driver. Brands that provide complete fulfillment transparency at checkout, turn unboxing into a brand experience, and simplify returns are the ones building true customer lifetime value," Eder added.
The study was based on standardised purchases and mail-in returns carried out between April and July 2026. Researchers used standard delivery options and apparel products to compare retailers across checkout and ordering, unboxing and delivery, reverse logistics and returns, and post-purchase communication.
Among the patterns identified were delivery windows shown before checkout, branded packaging with digital features, return portals offering alternatives to cash refunds, and messaging systems that keep tracking updates within the retailer's own channels rather than sending customers to third-party carrier sites.
The findings suggest that, for some fashion retailers, the customer journey after payment is becoming a distinct area of competition, with operational details such as dispatch messaging, return handling and packaging design helping shape repeat purchase behaviour.