Germany’s first-attempt delivery success rate fell from 92.79% in Q1 2024 to just 80.42% in Q1 2025 (Parcel Perform, 2025). That’s a dramatic drop and a serious problem for retailers and their customers alike.
Because here’s the thing: first-attempt delivery success isn’t a vanity metric. It’s a litmus test for your entire logistics operation. It tells you if your customer got what they ordered, when and where they expected it, and without unnecessary friction.
Right now, according to Parcel Perform’s 2025 delivery landscape report, that’s not happening. Missed time windows, bad addresses, and limited flexibility are sending the industry backward at the exact moment when customer expectations are moving forward.
The Frustration Behind Failed First Delivery Attempts
We’ve all been there. You order something online. You get the “on the way” email. You rearrange your afternoon, maybe even cancel plans. And then - nothing. The package doesn’t show. Or worse, it gets dropped off at a pickup point you never chose. Or marked as “attempted” when you were home the whole time.
It’s the kind of experience that gets people ranting in group chats or swearing off a brand for good. And those frustrations are not just emotional. They come with real financial consequences. Every failed delivery attempt leads to:
- Re-delivery attempts (double the emissions, double the operational costs)
- Spikes in customer service tickets
- Lost trust and lower repurchase rates
Delivery is how your brand gets discovered, trusted, and chosen. — Parcel Perform
When logistics fails, it’s not just the delivery that’s broken. It’s the brand experience.
Why First-Attempt Delivery Success Rates Matter More Than Ever
In today’s e-commerce ecosystem, logistics is no longer invisible. It’s the loudest brand signal you send.
Think about it: You can have the best ad copy, the slickest product page, and a super smooth checkout flow but if the delivery falls apart, that’s all your customer will remember.
And the trend is undeniable: customers are less forgiving. According to Parcel Perform, nearly 1 in 5 deliveries now fail on the first attempt in Germany. That’s a staggering number of disappointed customers, lost sales, and reputational damage.
Retailers can’t afford to treat delivery as an afterthought. Not anymore.
And yet, many still do. Logistics often gets deprioritized in strategy meetings, seen as a post-sale problem to be outsourced or optimized purely for cost. But the truth is, delivery is one of the most emotional moments in the customer journey. It’s the final handshake, the closing statement. When it works, it feels effortless. When it doesn’t, it creates friction that no amount of great marketing can fix. Speed is just one part of the delivery experience. Predictability and respect for the customer’s time matter just as much. Failing to meet that standard often means losing future business. The ones who win in this space will be the ones who treat logistics as a first-class part of their CX strategy, not an afterthought.
Urbify’s 99% First-Attempt Delivery Rate: What We’re Doing Right
We didn’t wait for the data to look this bad to act. At Urbify, we’ve designed our service from the ground up to avoid the most common delivery pain points.
Here’s how we consistently hit a 99% first-attempt delivery success rate:
1. 1-Hour Delivery Windows
No more vague “sometime between 8am and 8pm” slots. We offer real, predictable windows that customers can plan their day around.
2. what3words Location Precision
We deliver exactly where customers live, even if it’s a tricky address or hard-to-find entrance. Location data matters and we treat it that way.
3. Flexible Delivery Preferences
Want the parcel dropped with a neighbour, in a safe place, or at a specific time? We let customers choose what works best for them.
4. PIN Code Handovers
Packages don’t end up with the wrong person. Only verified, secure handovers count as successful.
5. Real-Time Tracking That Works
Customers deserve accurate updates, which is why our tracking reflects reality, not guesswork.
These features aren’t just “nice-to-haves.” They’re essential in today’s customer-driven delivery economy.
Why Traditional Delivery Services Are Falling Behind
Let’s be honest: most logistics providers still treat drivers like a disposable resource, and customers like a data point.
The traditional approach is optimized for volume, not outcome. It’s why Paketshops and parcel lockers are everywhere. They’re cheaper to operate, but they offload the last leg of the journey onto the customer.
That might save money, but it completely sacrifices convenience. And customers feel it.
The result? Industry-wide numbers are slipping, as highlighted in Parcel Perform’s report. Retailers are losing control over the post-checkout experience and customers are losing patience.
What Retailers Need to Do Next
If you’re a brand that cares about NPS, retention, and customer satisfaction, you can’t afford to let a subpar delivery experience ruin everything you’ve built.
The delivery journey is the product. It’s the last touchpoint your customer experiences and the first thing they’ll remember if it goes wrong.
So if your current delivery partner is missing the mark, that’s not just a logistics issue. That’s a business risk.
Make Delivery a Competitive Advantage with Urbify
At Urbify, we help brands protect their reputation by making sure packages get where they need to go — first time, every time.
Because 99% delivery success isn’t a dream. It’s just the result of building logistics that actually work.
Want to learn more about how Urbify helps brands keep delivery promises? Visit our website or check out our full take on first-attempt delivery here.
To read the full report and its findings on Germany’s first-attempt delivery trends, check out Parcel Perform’s analysis here.
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