How to Write a Shipping Policy That Sets Clear Expectations

You hit "launch" on your online store. Orders start coming in. Everything's going great.

Then the emails start: "Where's my order?" "When will this ship?" "Why is shipping taking so long?"

You're shipping as fast as you can. But customers don't know that. They have no idea what to expect.

This is why you need a shipping policy. Not just to cover yourself legally—but to set clear expectations so customers know exactly when their order will arrive.

Why This Matters

A clear shipping policy serves multiple purposes:

It Manages Expectations
When customers know "5-7 business days after shipment," they stop checking their mailbox on day two.

It Reduces Support Tickets
Most shipping questions are answered before customers have to ask. Less time in your inbox, more time running your business.

It Provides Legal Protection
Clear delivery terms protect you from unreasonable expectations. "I expected it in 2 days" doesn't hold up when your policy says 7.

Marketplaces Require It
Amazon, Etsy, Shopify, and most platforms require shipping policies. No policy, no listing.

It Builds Trust
Transparency about shipping times actually increases conversions. Customers prefer honesty over surprises.

What to Include

Processing Time

How long before you ship the order? This is separate from delivery time.

Good examples:

• "Orders ship within 1-2 business days"
• "Custom orders require 5-7 business days before shipment"
• "Orders placed after 2pm ship the next business day"
• "Processing time excludes weekends and holidays"

Be realistic, not optimistic. If you say "ships in 24 hours" but consistently take 3 days, you're creating angry customers. Under-promise and over-deliver.

Shipping Methods and Speeds

List available shipping options with delivery timeframes:

• Standard Shipping: 5-7 business days
• Express Shipping: 2-3 business days
• Overnight/Next Day: 1 business day (if ordered before cutoff)

Critical distinction: Clarify that these are delivery times after shipment, not including processing time.

Total time = Processing time + Shipping time. Make this clear.

Shipping Costs

Explain how fees are calculated. Don't make customers guess.

Common approaches:

• "Flat rate shipping: $5.99 anywhere in the US"
• "Free shipping on orders over $50"
• "Calculated at checkout based on weight and destination"
• "Free standard shipping, express options available for additional fee"

If you charge for shipping, be upfront. Hidden fees at checkout kill conversions.

Geographic Coverage

Where do you ship? Be specific.

• "We ship to all 50 US states"
• "International shipping available to [list countries]"
• "We do not ship to PO boxes or APO/FPO addresses"
• "Alaska and Hawaii deliveries may take an additional 2-3 days"

If you don't ship internationally, say so. If you ship internationally, clarify which countries.

International Shipping Details

If you ship outside your country, address these common questions:

Customs and Duties
"Customer is responsible for all customs fees, duties, and taxes imposed by destination country."

Delivery Time
"International orders typically arrive within 10-21 business days, depending on customs clearance."

Tracking Limitations
"Tracking may not update once package enters destination country's postal system."

Import Restrictions
"Some countries restrict certain products. Customer is responsible for ensuring items can be legally imported."

International shipping has variables you can't control. Set expectations accordingly.

Order Tracking

How do customers track their orders?

• "Tracking number sent via email once order ships"
• "Track your order anytime in your account dashboard"
• "Allow 24 hours for tracking to activate after shipment"

Customers feel better when they can see where their package is. Make tracking easy.

Lost, Damaged, or Delayed Shipments

What happens when things go wrong?

Lost Packages
"Contact us if tracking shows no movement for 10 days. We'll investigate with the carrier and send a replacement or issue a refund."

Damaged Items
"Report damage within 48 hours of delivery with photos. We'll send a replacement at no charge."

Wrong Address
"Please verify your shipping address is correct. We cannot reship orders sent to an incorrect address provided by the customer."

Carrier Delays
"While we're not responsible for carrier delays beyond our control, we'll help resolve delivery issues."

You can't prevent every shipping problem. But you can explain how you'll handle them.

Address Validation

Prevent delivery problems before they happen:

• "Orders ship to the address provided at checkout. Please verify accuracy."
• "We cannot modify addresses after an order is placed."
• "Incorrect addresses may result in delivery failure and reshipment fees."

Shipping Policies by Business Model

Small E-Commerce Stores

Typical structure:

• 1-3 business days processing
• USPS, UPS, or FedEx shipping
• Free shipping threshold ($35-$75 depending on margins)
• Domestic shipping only, or limited international
• 5-7 day standard delivery within country

This is straightforward and predictable. Easy for customers to understand.

Dropshipping Businesses

Key points to address:

• Longer processing times (3-7 days is common for dropshipping)
• "Ships from multiple warehouses" if applicable
• Extended delivery windows (10-21 days for international dropshipping)
• Be upfront about shipping times — don't hide long waits in fine print

Dropshipping has inherently longer delivery times. Don't pretend otherwise. Customers value honesty.

Print-on-Demand

Must clarify:

• "Made to order" processing time (usually 3-7 days before production completes)
• No combined shipping if items come from different print facilities
• Cannot expedite production, only shipping

Print-on-demand customers understand custom items take time. Just tell them how long.

Digital Products

Even if there's no physical shipping, you still need delivery terms:

• "Digital products delivered instantly via email after purchase"
• "Check spam folder if not received within 10 minutes"
• "Download links expire after 7 days for security"

Legal Requirements

FTC Mail Order Rule (United States)

If you sell in the US, you must comply:

• You must have a reasonable basis for stating delivery times
• Must ship within the time stated, or give customers the option to cancel for a full refund
• If you can't meet the deadline, you must notify customers and get consent to delay
• Applies to all online orders shipped in the US

You can't just pick arbitrary delivery times. You have to actually meet them.

EU Consumer Rights Directive

• Must deliver within 30 days unless otherwise agreed
• If delivery is delayed, customer can cancel for a full refund
• Must clearly state delivery timeframes before purchase

Australian Consumer Law

• Must deliver within timeframe stated, or within "reasonable time" if none specified
• Customers can cancel and get a refund if you miss the stated deadline

Common Mistakes to Avoid

Being Too Optimistic
Promising "ships in 24 hours" then consistently taking 3-4 days destroys trust. Under-promise, over-deliver.

Confusing Processing and Shipping Time
"5-7 business days" is meaningless if you don't specify whether that's processing, shipping, or total time.

No Holiday Disclaimer
Add "Shipping times may be extended during peak season (November-December)" to save yourself from Black Friday chaos.

Ignoring Carrier Delays
Include "Carrier delays are beyond our control, but we'll help resolve issues." Protects you legally while showing you care.

Not Updating During Disruptions
Update your policy during carrier strikes, weather events, pandemic disruptions, or other global shipping delays.

Pro Tips for Great Shipping Experience

Show Shipping Costs Early
Display estimates on product pages, not just at checkout. Sticker shock at checkout kills conversions.

Send Shipping Notifications
Automated emails with tracking info build trust and reduce "where's my order?" emails.

Offer Free Shipping Strategically
Free shipping over $X increases average order value. Set the threshold above your average cart size.

Partner with Reliable Carriers
Your reputation depends on on-time delivery. Choose carriers who actually deliver on time.

Package with Care
Mention "All orders carefully packaged to prevent damage" to set quality expectations.

Add a Shipping FAQ
Answer common questions like "Can I change my address after ordering?" and "What if I'm not home for delivery?" in detail.

Simple Template Structure

Use this structure for your shipping policy:

1. Overview: Brief intro to your shipping commitment
2. Processing time: How long before items ship
3. Shipping methods: Available options and delivery speeds
4. Shipping costs: Pricing structure and free shipping thresholds
5. Domestic shipping: Coverage areas and timeframes
6. International shipping: Countries served, costs, customs info
7. Tracking: How customers track orders
8. Delivery issues: Process for lost, damaged, or delayed packages
9. Holidays & peak seasons: Extended timeframes during busy periods
10. Contact info: How to reach you with shipping questions

Sample Language You Can Adapt

"We process and ship all orders within 1-2 business days (Monday-Friday, excluding holidays). Once shipped, standard delivery takes 5-7 business days within the United States. You'll receive a tracking number via email as soon as your order ships. If you don't receive your package within the expected timeframe, please contact us at [email] and we'll help resolve the issue."

Customize this for your actual processing and delivery times. Don't copy it verbatim if it doesn't match your operations.

Implementation Checklist

After creating your shipping policy:

• Add it to your website footer on every page
• Link it from product pages and checkout
• Include key shipping details in order confirmation emails
• Test your stated shipping times to ensure you can actually meet them
• Update seasonally, especially before holidays
• Review and adjust based on actual performance data
• Train customer service team on the policy so they answer consistently

The Bottom Line

A shipping policy isn't just a legal requirement. It's a customer experience tool.

Clear expectations reduce anxiety. Reduced anxiety increases conversions. Increased conversions grow your business.

Set realistic timeframes. Communicate them clearly. Meet your commitments. And when things go wrong (they will), have a plan to make it right.

Your shipping policy is a promise to your customers. Keep it.