Why does Italy have high non-pickup rates for COD orders?
Vinícius Teixeira · 2026-10-07
Analyze the profile of the most-returned products
The products most often returned on COD orders in Italy generally include electronics, fashion, and beauty items. This is partly due to consumers’ expectations around quality and whether the product matches its description. Electronics, for example, may be returned because they don’t work properly or because customers are dissatisfied with the specs. Clothing and shoes are often returned because of poor fit or differences in color and material. So strict quality control and detailed product descriptions are essential to reduce non-pickup rates.
Understand how italian consumers perceive COD payments
Many Italian consumers see COD as a way to feel more secure because it avoids paying upfront. However, this perception can be mixed. While some people believe it protects them from fraud, others may feel that delivery isn’t reliable, leading to more non-pickups. The order value can also influence this decision: lower-value products are at greater risk of not being picked up, while more expensive items tend to be collected more often.
Identify gaps in communication about the delivery process
Communication about the delivery process is often inadequate. If the customer doesn’t receive clear information about the delivery date and time, it can create uncertainty. A lack of effective tracking also contributes to the problem. It’s crucial to make sure consumers are aware of every step of the delivery process, from order confirmation to final delivery. Follow-up text messages and emails can help keep consumers informed and engaged.
Analyze logistics and delivery time data as critical factors
Delivery times in Italy vary quite a bit between urban and rural areas. In metropolitan areas, consumers expect fast delivery—ideally, within 1-3 days. In more remote areas, delivery times can stretch to more than a week. Delivery delays are one of the main reasons customers don’t pick up their orders. It’s essential to constantly monitor and optimize logistics, adjust delivery expectations, and improve efficiency.
Investigate consumer trust in local couriers
Trust in local couriers can directly impact non-pickup rates. If consumers have had negative experiences with a courier before, they’re more likely not to pick up their orders. Customer satisfaction surveys and feedback are essential for understanding this dynamic. It’s important to work with reputable couriers and offer delivery guarantees.
In short, to reduce non-pickup rates on COD orders in Italy, it’s essential to improve communication, optimize logistics, and understand consumer expectations. What are your numbers for non-pickups on COD orders?