5 criteria for choosing a shipping partner that won't damage your store's reputation

Sahl Sunday,22 Feb 2026

We reveal the hidden criteria that go beyond just "shipping price," and how to choose a shipping company that boosts customer loyalty and ensures your products arrive safely and quickly, avoiding the nightmares of delays, damaged goods, and lost profits.

1. The "Last Mile Delivery" Criterion:
Your Delivery Person Is Your Only Ambassador
In e-commerce, the customer doesn't see you or your warehouse; the only person they encounter is the delivery person. Therefore, the primary criterion isn't the size of the company's fleet, but rather the professionalism of its delivery personnel. A delivery person who contacts the customer politely, is punctual, and dresses professionally enhances the perceived value of your product. A rude delivery person, or one who refuses to go upstairs, can kill your brand in seconds. At "Sahil," we always advise you to ask other merchants: "Do your delivery personnel genuinely try to deliver the shipment, or are they just lazy and write 'customer not responding'?" Remember, a failed delivery person will cost you a shipping claim and a customer who will never return.

2. Technology and API Integration:
The era of paper and pen is over. The ideal shipping partner in 2026 is one with a "digital brain." Don't choose a company that forces you to manually enter data. The gold standard is having an API that instantly sends order data from your store (Salla, Zid, or your own website) to the company's system. This integration ensures accurate customer addresses and provides you and your customer with a real-time tracking link. A customer who sees their shipment moving step-by-step on a map feels secure and reduces their contact with your customer service, saving you significant time and effort in managing human anxiety.

3. Cash on Delivery (CDR):
Your store's cash flow is its lifeblood. In our Arab market, "cash on delivery" still represents a significant share. This highlights the importance of "collecting and transferring funds." Some shipping companies may be fast with delivery but slow when it comes to transferring your money to your bank account. As a retailer, you need cash flow to buy new merchandise and pay for advertising. A shipping partner who holds your money for two weeks is slowly killing you. Look for a partner who pays you at least twice a week. Cash flow is the lifeblood of your business, and any disruption in cash flow from the shipping company means your growth has stalled.

4. Handling Quality and Damage Rate:
Don't Sell "Rubble" to Your Customers
Shipping might be incredibly cheap, but if 5 out of 100 shipments arrive broken or squashed, you're the biggest loser. The "shipment integrity" standard is what keeps your net profit. Ask about the company's sorting facilities; are packages thrown around haphazardly, or is there a system in place that respects fragile items? The cost of replacing a damaged product and shipping the replacement will eat up all the profits you saved by choosing a cheap shipping company. The "easy" retailer chooses a company that "respects the packaging" because the appearance of the box is part of the customer's "unboxing" experience.

5. Reverse Logistics:
The True Test of Partnership
Returns are an integral part of business, and a company that neglects you when it comes to a returned shipment is one that will ruin your business. The fifth criterion is: How does the company handle returns? Are they returned to you in a reasonable time and in good condition? Is there a clear system for informing you of the reason for rejection? A smart shipping company helps you minimize returns by making multiple delivery attempts (two or three) before returning the shipment to your warehouse. "Forgotten" returns in shipping company warehouses are wasted money; therefore, ensure you have a dashboard that clearly shows you the location of each undelivered shipment.

6. Geographic Coverage vs. Specialization:
Don't be fooled by the "We Cover the World" slogan. Sometimes it's better to deal with a company that specializes in a specific region rather than a general company that claims to cover everything. If most of your customers are in Riyadh or Cairo, look for the company that is strongest in those specific cities. Small local companies sometimes outperform giants in speed and address accuracy. The key here is balance; don't sacrifice delivery quality in your main city for a company that delivers to remote villages you might not receive a single order from per month. Choose a partner that efficiently covers 80% of your customer base.

7. Customer Service and Merchant Support:
Who Will Answer You in a Crisis?

During peak seasons like Black Friday or Ramadan, you'll need someone to talk to immediately if an important shipment is delayed. Merchant support is what distinguishes a reputable shipping company from a silent inbox. Do you have a dedicated account manager? Do they respond to WhatsApp messages or leave you on an endless phone line? Prompt communication resolves issues before they reach your store's reviews page. At Sahil, we believe that the relationship with a shipping company is a partnership for success, and a true partner is one who stands by you when customers start to get frustrated.