A benchmark that shows how the delivery experience is actually experienced
Many companies have good delivery accuracy, but lack insight into how the delivery is actually experienced by the customer.
After the purchase, the experience is often divided between shipping companies, warehouses, returns and customer service, making it difficult to track and compare.
The Delivery Experience Index (DEI) provides a clear picture of the current situation, compared to competitors and the market.
Delivery experience is important
"Delivery and returns are one of the biggest levers for profitability in e-commerce. Benchmarking and business value in SEK allows us to prioritize improvements that actually pay off"
Stefan Svesson
Chief Operation Officer, Nelly.com
"In pharmacy retail, transparency in delivery is part of the customer promise. When we can measure and benchmark the experience, it becomes easier to prioritize improvements that create security."
Christoffer Andersson
Manager Logistics Development, Apoteket AB
"The delivery experience is one of the strongest drivers of customer experience in e-commerce. With benchmarks and clear insights about what improvements are worth, it becomes easier to prioritize the right actions."
Nicklas Törnqvist
Chief Supply Chain & Delivery Experience Officer, Nordic Nest Group
5000
Interviews with Swedish e-commerce consumers conducted in January 2026
>40%*
of customer satisfaction is driven by the delivery experience
*depending on vertical
+40
Questions asked related to various areas that affect the delivery experience
Customer insights to improve the delivery experience
The Delivery Experience Index from Wahsel, in partnership with Ingrid & Insitepart, is developed to give management a clear and comparable picture of the delivery experience. Wahsel combines strategy consulting with practical retail and e-commerce experience to make insights actionable.
The model combines industry benchmarks, driver analysis and concrete prioritization of actions.
Benchmarkable model
Compare your delivery experience against the sector and selected competitors.
Driver analysis
Identify what impacts the customer experience the most and what is less crucial.
Decision-making basis for management
A clear summary of strengths, weaknesses and prioritized areas for improvement.
Ongoing follow-up
Follow the development over time and see the effect of implemented changes.
Delivery Experience Index
Developed in collaboration with
The Delivery Experience Index from Wahsel is an industry model for measuring and comparing the delivery experience in e-commerce and retail.
We combine benchmarking against competitors with analysis of what affects the customer experience the most. The results are used as a basis for decision-making for prioritizing delivery, communication, returns and customer service.
From the current situation to a concrete action plan, we focus on clear impact and measurable improvement.
From analysis to action
The Delivery Experience Index from Wahsel is based on structured customer surveys where the delivery experience is broken down into six clear areas. The results make it possible to compare companies within the same sector and identify which parts of the delivery have the greatest impact on the customer's overall experience.
The Delivery Experience Index measures the customer experience in:
1) Checkout
2) Communication
3) Delivery & Handover
4) Goods & Packaging
5) Returns & Complaints
6) Customer Service
The results provide a clear current picture of how the delivery experience is perceived, where you are losing value and which areas for improvement should be prioritized.
How the Delivery Experience Index works
01
Gain insights
We measure how customers experience delivery and compare you to the market and relevant competitors.
02
Identify actions
We identify your strengths and weaknesses and develop clear focus areas for improvement. We identify what has the greatest impact on the customer experience and where you are losing relative position.
The results are broken down by sub-area: cash, communication, delivery, goods & packaging returns and customer service.
03
Create Value & Follow Up
Together with management, we prioritize actions that strengthen the customer experience and your position in the market.
We help you measure progress over time and see the impact of implemented improvements.
Book a review
Get an overview of how the Delivery Experience Index helps you measure, compare and develop the delivery experience.