The JOURNEY of a COD Product from Spain to the End Consumer

João Victor Ramos · 2026-10-07

Product tracking

1. Purchase: The customer makes a purchase through the e-commerce store, choosing the COD (Cash on Delivery) option.
2. Order processing: The system records the transaction and generates a confirmation that’s sent to the customer. Tracking starts here.
3. Dispatch: The product is shipped from the warehouse. It’s crucial to provide the customer with the tracking code at this stage.
4. Transportation: The product is transported to the distribution center. Using platforms that integrate with delivery services can make it easier to track.
5. Delivery: The package arrives at the customer’s address. Ideally, the customer receives a notification with the estimated delivery time.

Customer interactions

• Order confirmation: Send an email or SMS right after the purchase.
• Status updates: Keep the customer informed about each step of the delivery process, such as “order shipped” and “in transit.”
• Contact on delivery day: Send a message on the delivery day to remind the customer that the product is arriving.
• Post-delivery follow-up: Send a thank-you message and ask for feedback.

Identifying friction points

• Communication gaps: If the customer doesn’t receive updates, they may feel left in the dark. Monitoring email open rates and message replies is essential.
• Delays: If the product doesn’t arrive within the promised timeframe, it’s vital to inform the customer quickly.
• Delivery issues: Incorrect addresses or the customer not being available at the time of delivery can delay the process. Verifying the address beforehand is recommended.

Use of technology

• Tracking systems: Implement a system that lets the customer track their order in real time.
• Communication automation: Use tools that schedule and automatically send status updates to the customer.
• Data analysis: Tools like FreeSpy can be useful for monitoring ads and better understanding which products are generating the most engagement and sales.

Post-delivery feedback analysis

1. Request feedback: Send the customer a simple survey right after delivery, with questions about their shopping and delivery experience.
2. Data analysis: Collect and analyze responses to identify areas that need improvement, such as delivery time and product quality.
3. Implement improvements: Use the feedback to adjust logistics, communication, and customer service processes.

Improving the customer experience with COD is an ongoing cycle that depends on monitoring, effective communication, and data-driven adjustments.

What’s your successful delivery rate on COD orders?