Dive Brief:

• Almost a quarter of online orders were inadequately packaged, according to a study of online orders conducted by online research company StellaService between October 2013 and March.

• StellaService, which places orders and returns to conduct its investigations, placed 2,855 online orders and 2,720 returns with 125 top retailers. The company returned orders with poor package fit (10%) and damage (10%).

• The company said that almost one third of the retailers studied didn’t meet basic criteria for returns. Mr. Porter, Ralph Lauren, and Brooks Brothers were three retailers that consistently packaged orders and returns well, the study found.

Dive Insight:

In StellaService’s study, inadequate shipping led to returns, and the company calls poor package fit and damaged packages “missed opportunities.”

Indeed, fulfillment is the main advantage that brick-and-mortar retail has over e-commerce, and therefore not something e-retailers can fulfill lightly. While same-day delivery and other splashy shipping opportunities are getting a lot of attention these days, the basics of getting items and returns in decent shape and in a timely manner remain top consumer expectations.