Courier tracking pages are one of the most visited digital touchpoints in ecommerce. Yet most carriers still treat them purely as a service interface, not a commercial channel.
A common concern is obvious:
Will showing advertising or rewards on a tracking page hurt customer satisfaction?
To explore this, we surveyed 8,000 consumers across the US and Europe about how they feel about offers appearing on courier tracking pages.
The results suggest something important: consumers are more open to this than many carriers expect.
What We Tested
We surveyed 8,000 consumers across the US, UK, Germany, France, Spain and Ireland about their attitudes towards offers and rewards on courier tracking pages.
To measure real impact (not just opinions), we used a simple controlled methodology:
- 50% of respondents were shown a standard tracking page with no rewards or offers (control group)
- 50% were shown a tracking page that included rewards and offers (exposed group)
This allowed us to compare:
- perceived value
- future expectations
- and Net Promoter Score (NPS)
between the two experiences.
Key Findings
1. Most Consumers See a Benefit
73% of consumers said they see at least one benefit in couriers including offers or rewards on their tracking pages.
The most commonly cited benefits included:
- access to discounts, free trials or cashback
- discovery of complementary products and services
- lower delivery costs
This suggests tracking pages are viewed as part of the broader ecommerce journey.
2. Consumers Expect This to Happen Anyway
85% of respondents said they think it’s likely couriers will show offers on tracking pages in the future.
In other words, this already feels like a natural evolution to most users.
From a behavioural perspective, this matters: features that feel inevitable tend to face far less resistance than features that feel intrusive or unexpected.
3. No Measurable Impact on NPS
We then compared NPS results between the two groups:
- 500 consumers exposed to a tracking page with rewards
vs - 500 consumers shown a standard tracking page with no rewards
The result:
There was no statistically significant difference in NPS between the two groups.
In other words, showing rewards on the tracking page did not reduce customer satisfaction or brand perception when compared with a traditional tracking experience.
What This Means for Carriers
Carriers are under pressure from:
- rising fuel and labour costs
- slowing ecommerce growth
- increasing competition
- shrinking margins
Most monetisation strategies focus on:
- operational efficiency
- automation
- cost reduction
But this research highlights a different lever: turning existing digital traffic into revenue - without harming customer experience.
Tracking pages already receive:
- repeat visits
- high-intent users
- attention at a moment of engagement
If monetised correctly, they can generate incremental profit
Important Caveat: Test Before You Roll Out
These findings are directional, not prescriptive.
Every carrier has:
- different brand positioning
- different customer demographics
Any rollout should start with:
- a controlled pilot
- limited traffic exposure
- clear success metrics (CTR, NPS, complaints, opt-outs)
This allows carriers to:
- validate impact with their own users
- tune relevance and filtering
- build internal confidence before scaling
The Bigger Picture
Consumer behaviour has already shifted:
- post-purchase is now part of the shopping journey
- discovery doesn’t end at checkout
- expectations are shaped by apps like Amazon, Uber and airlines
Tracking pages are one of the last high-volume ecommerce surfaces that remain almost completely unmonetised.
This research suggests:
- consumers are ready
- satisfaction is not harmed
- and expectations are already moving in this direction
For carriers looking for new profit pools, this is an opportunity worth testing.
