By Brandon Luft
I can confidently say that all direct-to-consumer (DTC) brands are navigating increasingly complex terrain. Rising grocery prices, shipping costs, and looming tariff threats are squeezing margins and forcing brands to rethink the entire customer journey.
At the same time, consumers expect more than ever before: faster delivery, clearer communication, and experiences that feel personal, not transactional. Nowhere is this shift more visible than in the world of DTC coffee.
Coffee is not just another pantry item. For millions, it is a daily ritual, a moment of comfort, and a recurring purchase that either builds loyalty or breaks trust.
That is why we chose coffee to kick off Shipfusion’s DTC Delivery Files – the first in a series of consumer experience audits.
Our goal with this inaugural report was to uncover what today’s coffee brands are getting right, where they are losing customer confidence, and what opportunities they are missing to drive long-term loyalty.
The Experience That Brews Loyalty
My team selected 43 notable, fast-growing DTC coffee brands to audit – none of which are our clients.
What we discovered was surprising.
Some brands got it right, but they were the exception.
Without naming names, one brand stood out immediately. Its packaging popped: bold, vibrant, and unmistakably true to its identity.
From the moment it arrived, the experience felt premium. The box was compact, eco-conscious, and clearly designed with intention.
Even better, a welcome email landed within minutes of checkout. It felt like it came from a real person and included helpful FAQs, transparent tracking links, and a personal invitation to reach out with questions.
A few days later, a thoughtful follow-up email suggested relevant product add-ons in a friendly, low-pressure tone.
They delivered on every front – from fast fulfillment to personalized digital touchpoints, the brand created a seamless and memorable experience – and that is how loyalty begins.
On the other end of the spectrum, another order looked great on the outside but quickly unraveled.
Upon arrival, the exterior packaging was sleek, but inside, a leaking bottle had soaked and glued a welcome insert to the box, and the products themselves.
This brand had opted for premium packaging for its cold brew starter kit, but a popped vacuum seal turned the unboxing into a sticky disappointment.
To their credit, they responded quickly and replaced the order. They also acknowledged that long transits and cold temperatures posed risks to their packaging.
But by then, the damage was done – margin lost and customer trust weakened.
This serves as a stark reminder of how fragile perception is at the finish line.
What Our Audit Uncovered
These two extremes reflect broader patterns we uncovered in our coffee audit. We tracked each brand’s journey from checkout to unboxing and recorded every communication touchpoint and fulfillment outcome.
Our goal was simple: identify what builds or breaks the post-purchase experience and understand its impact on customer loyalty, operational efficiency, and revenue.
Here’s some of what the data revealed:
- Nearly 1 in 5 coffee orders arrived damaged, and 1 in 10 were late. That means costly replacements and frustrated customers.
- 72 percent of brands failed to complete basic email communications after checkout. This included missing order confirmations, shipping updates, and delivery notifications.
- Only 21 percent of brands offered cross-sells at checkout, even though 65 percent had them in-cart. That missed opportunity could cost brands an estimated $2.5 million USD in annual revenue.
- Only 7 percent of brands offered same-day shipping, despite the growing consumer expectation for speed and immediacy.
- Fulfillment methods correlated with business growth. Only 30 percent of brands fulfilling in-house shipped internationally, compared to 50 percent of those using third-party providers. Among global shippers, 75 percent of those using a logistics partner reached over $5 million USD in gross merchandise value. Most in-house shippers did not.
Why This Matters More Than Ever
The final touchpoint is no longer just about logistics. It is now a core part of the brand experience.
Every missed delivery, damaged box, or silent post-checkout journey chips away at consumer confidence.
On the other hand, when fulfillment is executed with care, clarity, and speed, it becomes a driver of repeat business, stronger brand equity, and word-of-mouth advocacy.
Brands that consistently deliver on post-purchase communication, tailored upsells, and fast, reliable shipping are not just gaining market share, they are building emotional connections and earning trust.
Fulfillment is no longer behind the scenes. I see it as the clearest reflection of your brand in action.
What Comes Next
The most successful brands in our audit embraced that philosophy. They invested not only in product development, but also in protection, personalization, and proactive communication.
They viewed fulfillment as an extension of their values and made customers feel seen and supported long after the sale.
These are the values we live by at Shipfusion.
I believe fulfillment is a strategic lever that every growth-focused direct-to-consumer brand must learn to pull. It is not one-size-fits-all, but it is always make-or-break.
While a great coffee might win you a customer once, great fulfillment is what keeps them coming back.
View the full Shipfusion DTC Delivery Files Coffee Report here and infographic here.
Brandon Luft is the Chief Executive Officer of Shipfusion which he co-founded in 2014. He holds an MBA from the Schulich School of Business and a JD from Osgoode Hall Law School. Brandon’s role has been pivotal in establishing Shipfusion as a leader in the eCommerce fulfillment industry, notably winning the 2025 Retail Tech Breakthrough Award for its innovative platform and recognized globally as one of Canada’s Top 500 Growing Companies. Shipfusion is the top fulfillment partner for fast-scaling DTC brands, offering end-to-end logistics through fully-owned warehouses and dedicated, on-site support teams. With award-winning, cloud-based software and tech-enabled facilities of over 1,000,000 square feet across North America, Shipfusion delivers real-time order tracking, handles growth surges with ease, and offers custom packaging, kitting, and flexible shipping to meet unique brand needs.
