How to Prepare for Peak Season Shipping in 2025

To succeed in peak season shipping, businesses need to secure capacity early, integrate real-time tracking, and work with a 4PL logistics provider like Wayfindr for flexible, end-to-end e-commerce logistics solutions that prevent holiday shipping delays.

Why Peak Season Shipping Matters More Than Ever

The holiday peak season is now in full swing. If you’re like most retail businesses worldwide, you are gearing up to handle the estimated $1,387 per US household that will be spent this season. That’s not to mention servicing Europe and the growing e-commerce powerhouses in Asia that extend the gift-giving season into February.

But with holiday shipping delays, driver shortages, and port congestion still impacting businesses in 2025, logistics planning has never been more critical. If you fail to plan, your e-commerce peak season could turn into a nightmare of missed deliveries and lost revenue.

With a shipping crisis plaguing the globe, peak season woes are a reality facing us all. However, there is no reason why this should make your business flounder.

So, how can you stay ahead? Here are expert tips and proven strategies from Wayfindr.io, a leading 4PL logistics company, to help you optimize peak season logistics and ensure smooth holiday operations.

Explore more: Wayfindr’s Global E-commerce Logistics Services

Tips For Peak Season in Any Year

The holiday season can look very different for businesses. Typically, there are two common scenarios:

• Scenario 1: Companies are too busy to think or react.
• Scenario 2: Teams are practically out of office all December.

Both situations mean that last-minute planning rarely works. To avoid operational chaos during peak season, follow these structured steps:

Set Up Logistics Well Ahead of Time

Last-minute planning is a recipe for disaster. Major retailers like Target and Walmart plan 6–8 months in advance to secure capacity. While you may not have that scale, you can still:

• Pre-book freight space early, especially for popular routes.
• Diversify shipping modes: Combine ocean, air, and ground shipping to avoid over-reliance on one channel.
• Work with a 4PL logistics service provider: Unlike traditional providers, 4PLs manage your entire supply chain, giving you flexibility when disruptions occur.

Update Your E-commerce Platform

Your logistics is only as strong as your front-end systems. Before the holiday rush:

• Optimize your website for speed: Every extra second of page load can cut conversions by 7%.
• Enable multiple payment options, including Buy Now, Pay Later (BNPL).
• Set clear delivery timelines: Avoid vague promises—customers want transparency.

Strengthen Customer Service Before the Storm

When logistics breakdowns occur, customers are more than willing to stay loyal to your brand if they are handled correctly. As a business, you need to set the tone for your customers. Ensure they have realistic expectations of what you can do on the front end and use strategic promotions and quality, well-supported customer service staff on the back end.

Even with the best planning, delays happen. What keeps customers loyal isn’t perfection—it’s proactive communication and empathy.

• Implement chatbots for FAQs to reduce human workload.
• Provide real-time order tracking with SMS/email alerts.
• Train your support team to handle escalations politely and quickly.

📌 Fact: 84% of shoppers are more likely to stick with a brand that keeps them informed during delays.

How 2025 Looks Different From Previous Peak Seasons

Retailers have spread peak season out

According to Deloitte, 39% of holiday buyers are doing their shopping earlier this season. Other reports also indicate that  Target, Walmart, and other giants will be trying to spread their sales season across whole months instead of just one or two days.

A growing number of orders are serviced online

According to an Accenture report, 83% of businesses this year will continue allowing online orders. 40% of retail executives expect double-digit online growth. Ecommerce is here to stay and the majority of competition will continue to be online.

Buy now pay later has become widespread

A growing number of online payment providers like Klarna, AfterPay, Affirm, and even PayPal are breaking down payments into interest-free installments. The idea is to give cash-strapped customers more options when purchasing larger gifts online.

Logistics are slower this year

You’ve probably heard it before but it’s expensive to ship right now. Many ports are congested and there are simply fewer ships than there used to be. Brands will need to be very careful they do not overpromise and underdeliver. While the peak season is a tantalizing time to scale a business, not keeping promises is a great way to go under fast.

Make sure you have a logistics service you can rely on

Even with a great logistics system, you should be prepared for the worst. It’s highly likely some of your orders are probably not going to be delivered on time, but that doesn’t need to kill your business.

For smaller and mid-size businesses, 4PL logistics service providers are key:

• Unlike carriers such as Amazon or DHL, 4PLs don’t own assets; they manage multiple providers for you.
• They can pivot quickly to match your budget and timelines.
• Ideal for businesses needing e-commerce logistics solutions during the holidays.

Finding a logistics partner that offers the level of support you need is also very important for keeping your customers satisfied.

Additionally, when preparing your customer service and website:

• Figure out which parts of your process you can automate. Can you create a chatbot for simple questions?
  
• Look for manual data entry bottlenecks. Are there ways you can scrape customer data from other sources?
  
• Have a clear return policy. While e-commerce makes shopping easier, it also makes people much more likely to want a refund if products don’t match expectations.
  
• Work on webpage speed and security. There is a direct relationship between page load speed and revenue.
  
• Make sure your customer service staff is on the same page. With a growing number of outsourced CS solutions, you need to make sure staff feel empowered to make decisions and actually help customers.
  
• Set some money aside for refunds.
  
• Get creative. Are there any promotions you can do to encourage more leniency in shipment times?

We’re a 4PL Firm That Wants to Help Your Business Keep Its Holiday Promises

At Wayfindr (formerly CBIP), our strength is helping new businesses that need adaptable logistics but don’t want to take things in-house.

Don’t let peak season shipping delays hurt your business. Partner with Wayfindr, the trusted 4PL logistics service provider for e-commerce and retail brands.

• Tailored e-commerce logistics solutions
• Global carrier access
• Holiday-proof shipping strategies

During the holiday season, we’re busy making sure our clients get their products shipped on time and at the price they want. However, we always have a space open for new customers who want to take their operations to the next level.

FAQs on Peak Season Shipping for E-commerce Business