How to connect your online store with shipping companies and choose the right one

The online store is connected to shipping companies via ready-made plugins, through Application Programming Interfaces (API), or by using intermediary platforms like "Outo" for shipping management. This connection facilitates the automatic dispatch of orders, the issuance of waybills, and accurate shipment tracking, which enhances the customer experience and reduces errors.

What makes a customer buy from your online store once and hesitate to buy again?

You might think the reason is the price, the store design, or even the product quality, and in reality, these are all valid reasons why a customer might hesitate to make other purchases through your store. But the more serious reason lies in the post-purchase stage related to unsatisfactory shipping and delivery. The order might be delayed, sent to the wrong address, or the customer might not receive a clear notification of its arrival time. In a competitive environment like e-commerce, these small details make a significant difference in customer satisfaction and loyalty.

Therefore, the process of connecting an online store with shipping companies has become an essential and indispensable step. It not only accelerates delivery operations but also organizes them, reduces errors, and gives you the ability to monitor every shipment precisely.

Let's talk about the key axes related to this topic, starting with this important question.

What is the importance of connecting the online store with shipping companies?

Connecting the online store with shipping companies is not just a technical step, but a strategic decision that contributes to:

Accelerating the order fulfillment process:

When your store is connected to the shipping company, order data is automatically transferred to the delivery provider without the need for manual entry or separate communication. This means that the shipment begins its journey within minutes of the order being completed, which reduces waiting times and raises the level of customer satisfaction.

Reducing human errors:

The technical connection process that occurs between your online store and shipping companies eliminates the need for manual entry of shipping addresses and order numbers, relying on the direct transfer of data from the store to the shipping company. This contributes to reducing the chances of errors such as entering an incorrect address or losing a tracking number.

Improving the customer experience:

Today's customer expects to track their order moment by moment. Through the connection with shipping companies, the customer can automatically receive a tracking number, delivery notifications, and easily know the order status. All of this enhances their sense of confidence and increases the likelihood of repeat purchases.

Facilitating the management of shipping operations:

Instead of switching between more than one system to update shipping statuses or print waybills, the technical connection with shipping companies allows you to manage everything from one control panel. This reduces the pressure on the work team and saves time and effort that can be invested in improving other aspects of the store.

Enabling analytics and performance tracking:

Connecting your store with shipping companies helps you collect accurate data on delivery times, delay rates, and the performance of each shipping company. This enables you to make better decisions, select the most efficient service providers, and continuously improve the delivery experience.

You might be wondering how to choose the right shipping company for your online store? The answer to your question is in this paragraph.

The most important factors influencing the choice of the appropriate shipping company for your store:

Choosing a shipping company represents a strategic decision that deeply affects the success of the online store, not only in terms of accelerating order delivery but also in building customer trust and improving their overall experience. It is not enough to rely on price alone; a comprehensive package of operational and technical factors that determine the company's efficiency in meeting the needs of modern commerce must be considered. Below is a review of the most prominent of these factors:

Reputation and user experiences:

Not all companies that look professional on paper perform at the same level in reality. For this reason, reviewing the experiences of previous merchants and customers is essential before signing any agreement. Customer reviews should be checked via social media or on rating websites, or through specialized press and by asking experts in the field to form an objective picture of the company's commitment, punctuality, and flexibility in dealing with problems. It is also preferable to check the company's record in handling returns and lost parcels, as these situations are a real test of professionalism.

Geographical coverage scope:

After ensuring the company's reputation and stability in the field, the first thing to know to evaluate a shipping company is the extent of its geographical coverage. Companies differ in the scope of their services; some focus only on major cities, while others expand to include rural and remote areas. If you run a store targeting customers across the country, or even outside of it, choosing a shipping company with a wide coverage network is a necessity, not an option. Comprehensive and wide coverage saves you from dealing with more than one service provider and gives you the ability to expand your business scope in the future without the need to change the logistics infrastructure. It is also preferable to ensure the quality of performance in different regions, as geographical breadth must be matched by a similar level of efficiency in various destinations.

Delivery speed:

This is one of the most important factors when choosing shipping companies, as customer satisfaction is directly linked to how quickly they receive their order. Therefore, evaluating the average delivery times for each shipping company is a critical criterion.

It is not enough for the company to promise fast delivery; its actual record must be verified, especially in the areas targeted by your store. It is useful to choose a company that offers various delivery speed options, such as same-day or next-day delivery, which allows the customer the freedom to choose what suits them in terms of speed and cost.

Cost and fees:

Shipping cost represents a sensitive factor in the customer's purchase decision, and it is also a decisive factor in determining the store's profit margin. Therefore, comparing the prices of shipping companies requires looking beyond the basic price, such as reshipping fees, shipping costs to remote areas, or cash-on-delivery service fees.

Shipping companies that offer competitive prices with clear fee transparency are a more sustainable option, especially given the frequent changes in fuel and service prices. Some service providers also offer discounts or special packages when connecting directly with the store, which contributes to reducing costs in the long term.

Payment and collection options:

Many customers in Arab markets tend to prefer the cash-on-delivery option, which makes the availability of this service by the shipping company extremely important. The ideal company is one that manages collection operations efficiently and adheres to transfer schedules for merchants without delay. It is preferable for the company to offer flexibility in payment methods, whether through electronic payment or bank transfer, in line with the needs of both the store and the customer. Transparency in financial procedures and ease of tracking collection operations are factors that enhance trust between the store and the service provider.

Ease of integration with store systems:

In the age of automation, the technical connection between the store and the shipping company is one of the most important elements of efficiency. The easier and faster the connection, the less time is needed to prepare orders, and the lower the chances of manual errors. Therefore, it is preferable to deal with companies that provide flexible Application Programming Interfaces (APIs), or ready-made plugins for popular commerce platforms such as Shopify, WooCommerce, and others. The presence of a technical team to support you in implementing this connection is also an addition that facilitates the transition process and strengthens long-term reliability.

Flexibility of return and exchange policy:

The return process is a natural part of e-commerce, but complicating its procedures can alienate customers and cost the store a lot. Here lies the role of the shipping company that provides a clear return policy and helps the merchant implement it quickly and easily. It is preferable for the chosen shipping company to offer a field return service so that it can collect returns from any location without the need to bother the customer with delivery inside the company's location, and the ability to print return waybills from the control panel. It must also be ensured that the fees associated with the return process are clear, and that there are no hidden fees that burden the store or affect the customer's decision to purchase in the future.

Tracking and sending notifications:

One of the most prominent indicators that distinguishes a professional shipping company from others is its ability to provide an accurate and effective tracking system. The modern customer expects to be informed of their shipment's path at every moment, which necessitates the presence of visual and easy-to-use tracking interfaces, and automatic notifications at every stage of shipping. It is preferable for the company to support integration with the store system to send automatic notifications in both Arabic and English, according to customer preferences. This type of transparency enhances the customer experience and reduces repeated contact with customer service, which alleviates the operational burden on the store.

Customer service and technical support:

Even the most organized companies may face problems, and here the fundamental difference in the quality of customer service appears. A good shipping company is not the one that does not face problems, but the one that solves them quickly and professionally. It is advisable to have several channels for communicating with the company, whether via mobile, email, or live chat. There should also be specialized technical support for store owners to help them with integration processes or to resolve any potential technical malfunctions. The speed of response and the quality of follow-up are two factors that determine the ease of dealing with the company in the long term.

From the factors for choosing shipping companies, we move on to talk about the challenges faced by store owners when technically integrating with shipping companies.

What are the most prominent challenges faced by store owners when integrating with shipping companies?

Despite the great benefits of connecting online stores with shipping companies, this step is not without obstacles that may affect the workflow if not managed with awareness and prior preparation. Below are the most prominent challenges faced by store owners during this process:

Complexity of technical procedures:

The technical aspect is one of the biggest challenges facing store owners, especially those who do not have sufficient technical background. The connection process often requires the use of Application Programming Interfaces (API), or installing plugins and linking them to the store's internal settings. The merchant may encounter incomprehensible errors or complex settings that are difficult to modify without the intervention of a technical developer.

Even if there are ready-made plugins for popular platforms like Shopify or WooCommerce, setting up the correct connection still requires precision and an advanced understanding of the data. Any minor error in the connection may lead to the disruption of order processing or the sending of incorrect data to the shipping company, which confuses the customer experience and increases the operational burden.

Difference in shipping company systems:

Not all shipping companies are similar in terms of technical infrastructure or connection method. Some companies provide an advanced control panel and ready interfaces for the technical connection process, while other shipping companies rely on traditional methods or systems that are difficult to connect easily. This disparity in the infrastructure imposes a double effort on the merchant to understand the nature of each system. Some shipping companies also use closed systems that do not allow flexible technical integration with all types of stores, which forces the merchant to make additional modifications or rely on intermediary tools to connect the two parties, adding a new layer of complexity.

Data synchronization problems:

Effective integration requires accurate data exchange between the store and the shipping company, including addresses, phone numbers, shipment weights, shipping prices, and any defect in this synchronization may lead to orders being sent incorrectly, or inaccurate invoices being generated. These challenges often arise from differences in data formats between the two systems, or from poor automatic validation of inputs. Sudden updates in one of the systems may also lead to a temporary disconnection of the integration, which requires continuous monitoring and periodic updates to avoid errors.

Difficulty managing multiple shipping companies:

If the merchant decides to connect their store to more than one shipping company for wider coverage or price diversity purposes, they face an additional challenge in managing multiple connection operations. Each shipping company requires different settings, a different tracking method, and a separate invoicing system. The absence of a unified control panel to manage these companies makes the process complicated and increases the probability of error, especially when the work team deals with different interfaces each time. In this case, the solution may be to use a smart platform like Outo, the leading shipping gateway in the Arab world and Turkey, which helps you unify connection operations and manage shipping operations from one place through a smooth and simple control panel.

Weak technical support and response:

One of the recurring challenges faced by e-commerce store owners during the connection process is the weak response from shipping companies when there is a connection problem or when a sudden technical error appears. The merchant may find themselves facing a malfunction that prevents the creation of shipping waybills or the sending of orders, without a support party capable of addressing the matter quickly. This matter not only reflects on the technical side but also affects the customer experience. When orders do not arrive on time, or shipments are lost due to a system error, and the merchant does not find an immediate response from the company, the store's image is harmed, consequently causing a loss of customer trust in the store and affecting sales traffic.

We point out that there are different ways to connect your store with shipping companies, and we talk about the most important of them in the following paragraph.

What are the different ways to connect your online store with shipping companies?

There are several ways to connect online stores with shipping companies, and the choice of the ideal method varies depending on the type of platform the store uses, the merchant's level of technical expertise, and the type of shipping company. Here are the most prominent methods used to connect online stores with shipping companies:

Connection through ready-made plugins or apps (Plugins / Apps):

This option is the easiest and fastest for stores built on ready-made platforms such as Shopify, WooCommerce, and others, as e-commerce platforms provide app libraries that contain official plugins for major shipping companies like DHL, Aramex, and SMSA. All the merchant needs is to install the appropriate app and link it to their account.

These plugins and apps often provide ready-made features such as automatic waybill creation, shipment tracking, and price display directly on the checkout page. Despite their ease of use, they may sometimes lack full flexibility or not support the customization of complex shipping rules needed by some advanced merchants.

Connection via Application Programming Interfaces (API Integration):

This method represents the ideal choice for stores that rely on custom systems or desire complete flexibility in designing shipping operations. Connection using the API allows for automatic data exchange between the store and the shipping company, including order details, waybill creation, and tracking.

This type of technical connection is characterized by allowing the building of a specific shipping logic that suits the nature of each store. Full control over the execution mechanism and accurate performance monitoring are also possible. However, this method requires a specialized technical team and knowledge of programming and integration processes.

Connection via intermediary shipping management platforms like Outo:

This type is an ideal option for merchants who want to connect their stores to more than one shipping company without the need for direct dealing with each service provider. These platforms provide a single layer of integration through which orders are managed, and the most suitable shipping company is automatically selected.

Among these platforms, Outo stands out as one of the integrated and leading logistical solutions in the region, as it offers a flexible and powerful API that facilitates connecting store systems with any shipping company easily and quickly. By creating a free account on the platform, you can use Outo's API to build custom shipping logic and connect the store to all the shipping companies you deal with through a single point, which reduces development time and simplifies operational processes.

Outo's role is not limited to connection only; it also provides an integrated system for order management, real-time shipment tracking, bulk waybill printing, and detailed shipping reports that help improve performance and budget. It also allows you to synchronize orders from all sales channels (such as the store, e-marketplaces, social media platforms), with accurate financial tracking and comprehensive integration with inventory operations.

In short, Outo gives the merchant full control over shipping operations from one place, with a technical interface designed to be smarter, faster, and less costly.

Manual connection:

Some small stores still rely on the manual method, especially at the start of the project or when dealing with shipping companies that do not support electronic integration. This method involves exporting orders in Excel or CSV format and sending them manually to the shipping company. Although this method does not require technical knowledge, it suffers from slow execution and a high probability of human errors. It is also impractical with increasing orders and lacks instant tracking and automatic notifications to customers.

Tips for ensuring a successful connection process:

Choose a suitable shipping company before starting the connection:

Before thinking about the technical side, make sure that the shipping company you intend to connect with meets your actual needs. Be sure to review its coverage scope, delivery speed, support level, and additional fees. There is no benefit in implementing a complete connection with a company that cannot meet your customers' expectations for delivery or collection.

Define your goals for the connection accurately:

Are you aiming to speed up waybill printing? Or reduce errors? Or synchronize orders from multiple sales channels? Clearly defining your goals will help the technical team implement a connection that suits your real needs, not just the general features provided by shipping companies.

Be sure to list the functions that the connection must support (such as shipment tracking, invoice issuance, return management), to ensure that all aspects are covered during the integration process.

Use a flexible and reliable API:

If you choose to connect via API, look for an interface that is easy to use, well-documented, and supports a testing environment (Sandbox). For example, the Outo platform offers a flexible API specifically designed to suit modern stores, allowing the merchant to connect their systems, automate shipping operations, and monitor real-time performance through a robust technical infrastructure, in addition to granting full control over order management, shipment tracking, return management, and waybill printing, all from one place. This type of flexibility is what makes the connection successful and sustainable.

Rely on an experienced technical team:

Even with the availability of ready interfaces or easy-to-install apps, the presence of a technical developer or specialized team accelerates the implementation of the connection, reduces errors, and ensures system stability after launch. Technical support is also required in case of updates in the shipping company's system or changes in the API. Don't forget to document the connection process well, to ensure that anyone new to your team can manage the system in the future without difficulties.

Thoroughly test the system before full activation:

Before moving to the live environment, be sure to test every possible scenario, including sending an order, printing a waybill, tracking a shipment, executing a return, displaying prices, etc. These tests reveal problems early and save you from annoying errors that may appear later to customers. It is preferable to dedicate at least a full day to operational testing, documenting the results, and reviewing the connection performance under actual conditions (such as order density, different cities, variety in weight and size...).

Activate monitoring and alert mechanisms:

Do not be content with just implementing the connection; ensure that there are mechanisms to monitor performance and alert the team when a problem occurs, such as a failed shipment sending, a delay in waybill creation, or a sudden disconnection between the store and the shipping company. For example, some systems like Outo allow the use of Webhooks to receive updates immediately, which permits rapid intervention when needed and maintains the stability of delivery operations without interruption.

Train your team to use the system:

The success of the connection does not depend only on the developers, but on the ability of the store team to use the new system efficiently. Therefore, you should allocate training sessions for the customer service team, operations representatives, and concerned employees, to ensure their understanding of the shipping mechanism, order management, and problem-solving when they occur. Good training reduces reliance on external support and increases the team's ability to respond quickly to emergencies or customer inquiries.

Final Word:

Connecting the online store with shipping companies is no longer just a technical option to improve operations, but has become an essential pillar for a complete and successful customer experience. From the moment the order is completed until it is delivered, customer satisfaction depends on the accuracy of execution, speed of delivery, and clarity of follow-up, and all of this depends on the quality of the connection between your store and the logistics service provider.

The success of the technical connection process is not measured only by its technical completion, but by the ability to serve your store's goals, raise operational efficiency, and enhance customer confidence. Therefore, you should invest in a professional and well-thought-out connection to achieve sustainability, growth, and increased profits.