Ask an Expert: Shipping Tips, Tech, and Tactics for Small Businesses

The modern world of shipping is changing for Canadian small businesses, responding to shifting trade agreements, post-COVID consumer behaviour, environmental pressures, labour disruptions, and other events. However, a recent report indicates that only 54% of small business leaders feel confident enough to adapt to market changes. This presents a well of opportunity; by educating yourself on the top shipping tips for small businesses, including trends and tactics, you can improve your shipping strategy to meet customer expectations and your business goals and objectives. 

In this Purolator Power Talk, Lindsey Martin, Marketing Manager of Small Business Retention at Purolator Inc. covers essential shipping trends, how to prepare for peak season, top 5 consumer-centric shipping tips, how to begin adopting AI and tech as an SMB, and more. 

Learn how to advance your shipping strategy as a small business. Check out the Purolator Power Talks podcast.

Key Takeaways:

• What are common peak seasons and how can small businesses prepare for a rise in shipping?
• Shipping tips for small businesses to meet customer expectations without breaking the bank
• The importance of optimizing your packaging and shipping fulfillment
• What are some shipping tips for small businesses to alleviate pressure?
• How is AI and tech innovation shaping small businesses?
• How are changes in the US affecting small business shipping?
• How can small businesses improve their returns management?
• Advancing your small business with the right shipping partner 

What are common peak seasons and how can small businesses prepare for a rise in shipping? [1:00]

Martin states that peak seasons will differ depending on your industry. An increase in consumer demand and spending can pick-up at different times of the year and not necessarily only during the holidays. However, for most businesses, peak time will commonly start around September or October and run until the end of December. 

What other factors contribute to peaks in shipping? [2:17]

Martin notes there are several external factors that can contribute to your peak season. The most common ones include: 

• A desire to avoid economic penalties. This can include high consumer purchasing in advance of when the new US tariffs come into effect in 2025. 
• Product popularity. Hot items, like the must-have toys of the year, that trend on social media as a result of celebrities or influencers can raise purchasing volume. 
• Seasonality. As mentioned, this can depend on your industry, but this can include seasonal holiday shopping events like Black Friday, Boxing Day, and Christmas. 
• Market disruptions. Economic, socio-economic and labour market disruptions can also lead to demand rise and fall throughout the year. Port strikes, significant weather events, such as fires and flooding, and interest rate fluctuations can all add disruptions to businesses and consumers alike.
• General uncertainty. Climate events and geopolitical changes can drive behavior for consumers and businesses, such as worldwide energy security concerns.

How can SMBs prepare for peak seasons? [2:32]

Evaluate which factors influence peaks within your unique business and industry, your customer demographic, and your products or services. Use this information and data to build robust shipping plans and strategies specific to your business, so you’re prepared in advance for changes in demand and you’re less likely to be caught by surprise, which can influence customer satisfaction and overall business success.

Martin emphasizes that your shipping partner can be a valuable resource for this preparation. “Purolator helps small businesses put together volume forecasts so they’re never left scrambling,” says Martin. “Planning and preparation is the best thing you can do for your business. Finding a shipping partner that can understand that need and help you build out a plan with contingencies built in specific to you is key.”

During surges in shipping, these plans help you maintain and meet customer expectations, so you don’t lose loyalty, trust, or weaken your customer base. This helps strengthen your reputation, attract more customers, and grow your business. 

Shipping tips for small businesses to meet customer expectations without breaking the bank [3:10]

According to Innovation, Science and Economic Development Canada, while 69% of goods-producing businesses and 67% of services-producing businesses are still in operation after 5 years from startup, that number decreases significantly as time goes on, with the percentage falling by 15-20% cumulatively. For small businesses orienting towards longevity, it’s more important than ever to engage in strategies that meet customer expectations and build towards growth. 

McKinsey and Company’s State of the Consumer trends report (2025) has highlighted key trends in consumer behaviours that developed in light of COVID-19 and are important for small businesses evaluating their shipping strategy. These behaviours stress the importance of smart resource allocation, including engaging in shipping tactics that improve long-term customer satisfaction and loyalty, and boost your brand profile (and even your personal brand).

Based on recent trends, here are Martin’s top 5 consumer-centric shipping tips for small businesses.

1. Focus on immediacy and convenience in your shipping services

Consumers are spending more time alone and in solitude, with 90% of that time spent on activities such as social media, shopping, and hobbies. This has resulted in a growing demand for convenience and a decreased tolerance for slow, unreliable, expensive, and difficult shopping experiences, including shipping.

According to Martin, this shift in consumer expectations highlights the importance of focusing on immediacy and convenience. As a small business, be sure to offer competitive shipping services including: 

• Major cities – Same or next day shipping for rural areas
• Rural areas – Delivery within 3 business days
• Special offering – Depending on location and industry, you may even be able to offer shipping within a few hours. 

Look for a shipping partner that prioritizes speed and efficiency, like Purolator, with Express service that outperforms the competition in delivery time accuracy. 

2. Use social media to build trust, highlight your shipping services and drive purchases

Digital channels are influencing buying decisions, with consumers predominantly interacting with brands on social media and using these platforms as a tool to finalize their purchase. However, this behaviour is also coupled with a decreased trust in corporations and institutions. 

Martin highlights that this shift is also sculpting where people are making purchases. Over the holidays, over 50% holiday shopping happened on mobile. Martin stresses that social media is powering a lot of holiday buying, and in fact, social media has become its own shopping hub, turning into a platform for purchasing. Martin recommends leveraging this consumer behaviour by:

• Building trust through transparency in your shipping. Be clear about the minimum order threshold and include visibility for all stages of the shipping process. Take advantage of services such as Purolator Vision, which provides near real-time tracking information, resulting in overall enhanced customer satisfaction and decreased customer service inquiries. 
• Include shipping cost in the price of your product. This removes friction from the checkout stage and minimizes surprises that can result in abandoned carts or one-time purchases. 
• Use social media to highlight your shipping services as well as your products. Include a range of shipping services of different speed and cost, and clear information about the minimum purchase required for free shipping.

3. Offer fast shipping service that understands Gen-Z consumer behaviour

Gen-Z is projected to be the largest generation with the most buying power. Meeting their expectations and understanding their buying behaviour becomes a crucial component for long-term growth for your small business. One of these facets is that Gen-Z consumers are more willing to pay a premium for convenience. 

Martin recommends offering speedy service at a cost that takes your ideal customer profile’s budget into consideration. To help offset costs, partner with a logistics expert like Purolator that offers shipping solutions designed for small businesses including:

• Business Rewards Program. Exclusive shipping discounts that bring you savings with every package. Get access to:
• Contests, activations, and events to grow your network and profile
• Exclusive partner offers to maximize your ROI
• Specialized content and small business advice to grow your expertise
• Loyalty perks that enhance your cost-effective shipping
• Simplified returns.Streamlined returns logistics management with customized return solutions and improved customer experiences.
• Fast next-day delivery and nationwide reach. Purolator reaches 100% of Canadian postal codes, with speedy delivery that exceeds customer expectations.

4. Leverage local support with strategic shipping tactics

Shifting trade agreements have escalated consumer purchasing preferences, with 47% of consumers world-wide favouring local businesses. In Canada, the importance of supporting local businesses has jumped a meaningful amount from Q1 of 2025. In fact, Canada is the most prominent country exhibiting this change. 

“More than half of Canadians say they will support domestic small businesses, and there are a lot of cost-effective ways to leverage this as a small business,” says Martin. “You can add a local business sticker in your packaging, or customize your packaging depending on your region to really show you’re Canadian and drum home that support.”

Purolator offers a range of shipping services that help small businesses boost local support including:

• Same-day or within a few hours delivery and local pickup. Access flexible, expedited shipping for your most urgent packages, including Mission Critical, Purolator’s fastest and furthest reaching service. 
• Local locker and pick-up and drop-off points. Purolator’s retail locations and drop-off points offer your customers even more flexibility, with later drop-off times and 75% of Canadians living within 3 kilometers of a Purolator drop-off location. 
• A large network that delivers to 100% of Canadian postal codes with reliable remote and rural service. Purolator has the largest number of operational terminals in Canada. Purolator Express outperforms in accuracy and offers the fastest next-day delivery for intra-Canada shipments, compared to major competitors.
• Eco-friendly shipping services and initiatives. Purolator’s commitment to a greener future helps you adopt practical sustainability for your small business and meet the growing prioritization of ethics in consumer purchasing. Purolator was the first Canadian courier company to launch all-electric vehicles and has exceeded its landfill waste diversion targets by 112%, 7 years ahead of the projected timeline. 

5. Include shipping services that add value for your customers

The durability and efficacy of your packaging and shipping directly impacts your costs, with failed deliveries resulting in up to 17 times the original cost of shipping, a 4.4% decrease in revenue, not to mention its effect on customer loyalty, brand affinity, and business reputation. 

To optimize your packaging and order fulfilment, take advantage of strategies such as:

Martin highlights that free shipping remains a top customer expectation, with 65% of shoppers avoiding retailers that don’t offer this discount. Martin recommends that small businesses change their minimum order value according to their customers to offset free shipping costs. Other ways to add value to your small business shipping in Canada include:

• Using sustainable packaging and returns management practices
• Adding personalization to your shipping such as a hand-written note
• Creating a memorable open package experience with free samples or unique packaging
• Offering transparency and open communication at all stages of shipping

Add confidence to your small business with shipping solutions that understand you and your customers. Learn more here

The importance of optimizing your packaging and shipping fulfillment

The durability and efficacy of your packaging and shipping directly impacts your costs, with failed deliveries resulting in up to 17 times the original cost of shipping, a 4.4% decrease in revenue, not to mention its effect on customer loyalty, brand affinity, and business reputation. 

To optimize your packaging and order fulfilment, take advantage of strategies such as:

• Creating a dedicated shipping area and fulfilment protocol. Purchase supplies in advance, dedicate an employee to shipping, create a clear and standard order fulfilment procedure. 
• Familiarize yourself with packing best practices. Following the right packaging guidelines can help ensure the safety and integrity of your package when it gets to its final destination. 
• Create clear policies for shipping and returns. This helps set customer expectations, which makes it easier for you to grow your customer satisfaction and return purchases. 

What are some shipping tips for small businesses to alleviate pressure? [6:38]

Shipping can come with its own obstacles and complications for your small businesses. To alleviate pressure, Martin recommends these shipping tactics: 

1. Consolidate shipments to regional hubs 

Martin stresses the importance of combining orders into one consolidated shipment to regional hubs where possible, which benefits your  business by:

• Reducing shipping expenditure. Decreases the amount of processing, manpower, and drop-off points and gives you access to exclusive small business shipping rates. 
• Minimizing unnecessary investment in packaging. Your consolidated shipment will use less packaging and less filler material to bulk up unused space. 
• Improving your business’s environmental sustainability. Reduces your consumer packaging and carbon footprint with lowered shipment distance and stops. 
• Boosting customer experience. Lower the risk of damaged or lost packages, which builds customer trust and satisfaction, especially to remote areas.
• Reducing risk of order error. Simplify tracking and gain more control over shipping and arrival times.
• Increasing overall profits. Pass on your savings to your customers, and use free shipping as an incentive to boost more purchases.

2. Use order cut-off times or fees

Rather than relying on just-in-time supply chain management and shipment, Martin recommends small businesses make use of order cut-off times or fees to manage shipping and volume cost. This helps to strengthen your brand reputation, elevate customer loyalty, and increase overall sales. It also ensures a reliable cash flow. 

3. Partner with a logistics provider that leverages AI, software, and tech 

Martin emphasizes that the right logistics partner can offer your small business the expertise and tools that can improve your costs, service levels, and overall customer experience. Look for shipping partners like Purolator that leverage AI, software, and tech tools to help you better prepare and forecast for the future with insightful data that enhances the real-time accuracy of your delivery information, optimizes your supply chain logistics, reduces overall risk, and helps optimizeyourlast-mile delivery. 

4. Move packages closer to the final destination for last-mile hand off

Your last-mile hand-off is a crucial point in the shipping process for small businesses. Martin recommends shortening the distance with local fulfilment centres or use a DSV model to speed up delivery timing, lower costs, and boost reliability while improving customer satisfaction. Learn more about winning the last-mile challenge here. 

Ready to unlock shipping savings that benefit your customers and your small business? Access exclusive discounts here.

How is AI and tech innovation shaping small businesses? [7:55]

According to Salesforce, 76% of small businesses that adopt trending smart technology are seeing growth. For Martin, this presents a valuable opportunity. Martin states that technology is more widely accessible, and not just restricted to larger corporations, which means small businesses are well-positioned to get ahead. Martin recommends utilizingtechnology and AI-powered shipping tools, enhanced order-tracking, and visibility supported by Purolator Vision. 

“If you’re not using technology now, it’s the perfect time to start,” says Martin, “It’s becoming more cost-effective for your businesses and easier for you to attain. Even if you start small with two new tools and give them a try, as you get more comfortable, you’ll start to look for more opportunities to be more proactive and before you know it, you’ll be an expert.”

How are changes in the US affecting small business shipping? [10:08]

Martin acknowledges that shifts in the trade landscape have resulted in challenges for Canadian small businesses shipping to the USA, including the impact of tariffs and customs delays. But there are also several opportunities for Canadian SMBs. 

For Martin, the key here is communication and visibility. She recommends businesses be clear wherever possible, including during checkout. You may even decide to include pre-paid duties and customs fees to help remove friction from the checkout process. Martin recommends starting small across a few states and zip codes before scaling up across the country. Martin also emphasizes that up-front visibility can add improvement to the customer experience, and transparency is key. One of the biggest opportunities for small businesses is through their shipping partner. 

“Find a shipping partner that understands the complexities,” says Martin. “Purolator has over 25 years of experience helping small businesses navigate US-Canadian cross-border shipping and 65 years of shipping across Canada. Success really comes down to preparation. Businesses that take the time to understand that landscape are going to thrive here.”

Boost your efficiency and maximize your ROI on cross-border shipping with these strategies from Purolator’s Leadership Insights. Watch the webinar.

How can small businesses improve their returns management? [11:10]