Growth for global carriers is getting harder. From 2010–2021, ecommerce exploded and parcel volumes soared. Today, that growth is slowing, while operational costs keep rising. Carriers are being forced into tough choices: cut costs or streamline routes just to hit financial targets.
But most of these decisions focus on physical infrastructure - warehouses, sortation, automation - and ignore what could be one of the biggest profit levers available: monetising the traffic they already own.
Tracking Pages: A Hidden Goldmine
When a customer buys a product online, one thing is virtually guaranteed: they will check the tracking page.
Across the largest global carriers, this behaviour happens at enormous scale. Based on publicly available traffic data from tools like SimilarWeb and Semrush, the top 10 carrier websites globally generate well over 3 billion tracking-related page views per month.
That’s nearly 3× the monthly traffic of Pinterest, which averages around 1.2 billion visits per month and generates over $3.6 billion per year in advertising revenue.
Individually, the numbers are already huge:
- UPS.com receives ~246 million visits per month
- FedEx.com receives ~294 million visits per month
- USPS.com, Royal Mail, DHL, and La Poste each attract hundreds of millions of monthly visits.
Taken together, global carrier tracking pages represent one of the largest unmonetised pools of consumer attention on the internet, larger than many pure-play media platforms.
Yet unlike Pinterest, Meta, or Google, carriers do not meaningfully monetise this traffic at all. It remains treated purely as an operational service layer, rather than a commercial asset.
The Why: Carriers Focus on Operations, Not Revenue
Most carriers are understandably preoccupied with:
- Cutting costs
- Reducing delivery times
- Automating sort centres
- Managing labour and fuel expenses
These are real, material issues - but they’re also cost-focused, not revenue-focused.
Meanwhile, tracking pages are treated as a service feature, not a revenue asset.
The Untapped Advertising Opportunity
Let’s be clear: if a carrier could monetise even a fraction of its tracking traffic, the revenue impact could be material.
Advertising platforms on consumer sites like Pinterest are worth billions because:
- Visitors are already engaged and spending time on the platform
- Brands are willing to pay to reach them
- The site has a defined audience advertisers can target
Carrier tracking pages hit all three criteria:
- High monthly visitation
- Clear audience definition (shoppers with a recent purchase)
- Contextual relevance (post-purchase shopping mindset)
Yet most carriers leave this completely untouched.
So Why Isn’t This Being Done?
Because carriers don’t think of tracking pages as profit centres. They’re infrastructure - a checkbox on the customer journey.
That’s where Groovy comes in: a solution designed to help carriers capture revenue from the traffic they already own without disrupting the customer experience.
The Case for Re-Thinking Tracking Traffic
If carriers can unlock even a small ad monetisation ROI on their tracking pages:
- They diversify revenue beyond postage and delivery
- They improve margins without cutting service quality
- They future-proof against ecommerce growth slowing
Most importantly: they turn a customer touchpoint they already own into a revenue engine.
