Given how far e-tailers are pushing everything to try to get a little more margin room, it's always perplexing how ineffective the shipping tracking functions are for almost all but a small handful of major E-Commerce sites. This point is detailed quite nicely in a recent E-Commerce Times column. Amazon, which seems to be the exception for almost every E-Commerce rule, is the gold standard for tracking shipping today. Not all chains can afford to replicate the kind of operation Amazon has, but some of this is simply not that complex.
With mobile and social networking sites opening consumers' minds to the possible, and Amazon continually illustrating the practical, e-tailers need to rethink their shipping strategies.