Every online retailer has faced this scenario: an order is shipped, tracking shows it was delivered… but the customer insists it never arrived. Or worse, the package is returned to your warehouse after multiple failed delivery attempts, no contact from the customer, and now you're left holding the bag—literally and financially. 

The problem of undeliverable orders is not only frustrating, but it also represents a potential loss in customer trust, increased operational costs, and negative reviews. The good news? How you respond in these moments can either erode your brand reputation or elevate it dramatically. 

In this blog, we’re diving into what actually causes undeliverable orders, how your team can respond more effectively, and what best practices you can implement to turn a failed delivery into a retained (and even delighted) customer. 

Understanding Why Orders Go Undelivered 

Before crafting a solution, it’s important to understand the common causes of failed deliveries. These usually fall into a few key categories: 

• Incorrect Address Input: Sometimes the customer enters the wrong street number or ZIP code. Even a small typo can send a package to the wrong location. 

• Customer Unavailable: Carriers may attempt delivery several times but fail to find anyone at the address. Without alternative delivery instructions, they send it back. 

• Refused Package: The recipient refuses the package—either by mistake, misunderstanding, or because of dissatisfaction. 

• Marked Delivered, Not Received: The tracking info claims the package was delivered, but the customer didn’t get it. This could be due to theft, delivery error, or simple confusion. 

Each scenario requires a slightly different response. But the underlying principle should remain consistent: prioritize customer communication and resolve the issue efficiently and empathetically.

The Core Question: Reship, Refund, or Reorder? 

So what do you do when an order fails to reach the customer? 

Many retailers go with their gut. Some refund immediately. Others refuse to act unless the product returns. And some push responsibility onto the customer, requiring them to reorder. The truth? There’s no one-size-fits-all answer—but there is a strategy that balances cost control with customer loyalty. 

At Hikari CS, we recommend this approach: as soon as tracking shows the package is being returned, proactively contact the customer. Ask whether they still want the item and, if they do, reship it—free of charge—as a one-time gesture of goodwill. 

Yes, that might mean absorbing an extra shipping fee, but it comes with massive upside: you're showing the customer you value them more than the short-term cost of logistics. In many cases, this simple act can prevent chargebacks, reduce negative reviews, and even generate word-of-mouth loyalty. 

How to Frame It: Service-First, Not Free-for-All 

While we suggest offering a free reshipment, it's important to frame it properly. Make it clear that this is a one-time courtesy, offered because you value the customer and want to ensure their satisfaction. Doing so: 

• Sets clear boundaries for future issues 

• Reduces the risk of customers taking advantage of your policy 

• Establishes your brand as thoughtful and generous—without seeming weak 

Also, be sure to verify the delivery address before resending. Ask if they’d like the item shipped to a different location or to a pickup point, which can improve successful delivery rates. This small step not only prevents repeat failures but also helps the customer feel involved in the solution. 

What If the Customer Made a Mistake? 

Let’s say the address was clearly entered incorrectly. Should you still eat the cost of a second shipment? 

This depends on your margins and brand philosophy. But here’s a hybrid approach we’ve seen work well: split the responsibility. Offer to resend the order if the customer covers part of the shipping fee. This makes the resolution feel fair and cooperative, rather than punitive. 

Again, communication is key. Explain the situation kindly, acknowledge the frustration, and offer a solution that feels empathetic without setting a precedent for future losses. 

When “Delivered” Doesn’t Mean Delivered 

One of the trickiest situations is when tracking shows the package was delivered, but the customer insists it wasn’t received. This is where your support team must tread carefully. 

Begin by asking the customer to double-check around their property, with neighbors, and with household members. Many “missing” packages are found within hours. If it still can’t be located, the decision to refund or resend becomes a judgment call. Here’s what to do if the package cannot be found (or claimed it can’t be found): 

1. Ask the customer to sign a declaration of non-receipt. 

2. Start an investigation with the shipping company and ask for a proof of delivery, such as GPS data, signatures and if possible, a photo. 

We recommend that even if the package is delivered according to all the data of the shipping company, to ship it again. You might want to consider adding insured shipping for high value orders. This will allow you to file a claim with the shipping company if something goes wrong. 

If you suspect fraud, you might also want to mark this customer as fraudulent to prevent future orders. 

More importantly, document every step. Platforms like PayPal, Klarna, and Shopify often side with the buyer during disputes unless you can provide detailed communication and delivery proof. 

Improving Communication to Prevent Delivery Issues

Many undelivered packages can be avoided entirely with better customer communication. Emails alone are no longer enough—especially when inboxes are overflowing or emails land in spam folders. 

Instead, consider multi-channel notifications: 

• SMS updates for shipment progress and delivery confirmations 

• WhatsApp messages that allow two-way communication and quick responses 

• Dynamic order confirmation pages with delivery guidance 

• Pre-delivery check-ins encouraging customers to choose pickup points or neighbors as backup options 

These communication touchpoints not only prevent failed deliveries but also make the customer feel cared for at every stage of the journey. 

Final Thoughts: Your Policy Is Your Promise 

The real cost of an undelivered order isn’t just the shipping fee or replacement item—it’s the loss of trust. That’s why how you handle these situations matters more than ever. 

At the end of the day, customers understand that things go wrong. What they remember is how you respond when something goes wrong. 

If your policy is confusing, rigid, or slow, customers will take their business elsewhere. But if your approach is proactive, human, and helpful, you’ll stand out—and win loyalty in a crowded market. 

Need help delivering better customer experiences?betere klantervaringen?

Hikari CS provides 24/7, multilingual support across live chat, WhatsApp, Messenger, and more—so your customers feel supported from order to doorstep. See how we can help. 

About Hikari CS

E-commerce is our bread and butter. With more than 15 years of experience in supporting online stores with their customer service we gladly share insights and best practices.

As a customer service agency we're one of the few agencies specialised in supporting online stores. With this experience we accelerate top brands achieving the best service possible and supporting their sales.

Want to know more? You can schedule a quick meeting to discuss opportunities to work together! Feel free to take a look at our website too!