More than 7 out of 10 residents in the Baltic countries say that trust in a parcel delivery company is primarily determined by a very simple factor: whether the parcel arrives on time. This was revealed by the latest survey conducted by Norstat across all three Baltic countries.
Data from the survey carried out in March show that for Baltic residents, reliability in parcel delivery means much more than just a convenient service. It is primarily associated with the ability to keep a promise and deliver the parcel exactly at the scheduled time. In Lithuania, 80% of respondents agree, while in Latvia and Estonia the figure is 72%.
Paulina Česonytė, Marketing manager at SmartPosti, says that today consumers expect not promises from delivery companies, but consistently delivered, reliable service.
“When a person is waiting for a parcel, what matters is not only the delivery itself, but also whether everything happens as promised. The survey results clearly show that for residents of the Baltic countries, reliability primarily means accuracy. If a parcel is delivered on time, it builds trust not only in the service but also in the company itself,” says P. Česonytė.
Parcel tracking
The survey also revealed that an important trust factor for residents is the ability to know where their parcel is at any given time. This aspect was identified as one of the most important by 68% of respondents in Estonia, 63% in Latvia, and 57% in Lithuania. This shows that recipients care not only about the final result, but also about clarity throughout the entire delivery process.
According to P. Česonytė, parcel tracking has become an integral part of a quality service.
“People want to feel assured throughout the entire delivery process. The more clarity there is, the less uncertainty and stress. The ability to see in real time where the parcel is and when it is expected to arrive strengthens the sense of control and increases trust in the service,” she says.
Careful handling matters more to Lithuanians and Estonians
The survey also revealed clear differences between the Baltic countries. In Lithuania and Estonia, careful handling of parcels is considered a more important factor of reliability than in Latvia. This aspect is seen as important by 45% of respondents in both Lithuania and Estonia, compared to 29% in Latvia.
“These results show that reliability in the eyes of consumers is associated not only with speed or accuracy, but also with a careful approach to the parcel itself. Especially when sending more valuable, sensitive, or emotionally significant items, careful handling becomes an important part of overall service quality,” notes P. Česonytė.
Communication about delays
Although easily accessible customer support and clear communication about potential delays are considered secondary trust factors in the region, they remain important. The ability to quickly receive help is important for 27% of respondents in Lithuania, 31% in Latvia, and 29% in Estonia. Meanwhile, clear communication in case of delays was mentioned by 36%, 29%, and 31% of respondents respectively.
According to P. Česonytė, this shows that customer expectations for parcel delivery services are becoming more mature and encompass the entire experience, not just the final delivery moment.
“Today, customers value more than just speed. They expect accuracy, clear information, the ability to track their parcel, and a responsible approach if issues arise. All of this creates an overall impression of service reliability. The more consistent and transparent the experience, the stronger the trust,” she says.
The survey was conducted in March this year and surveyed 3,005 respondents aged 18–74 from Lithuania, Latvia, and Estonia.