TL; DR

• Shoppers hold merchants accountable. Around 61% of customers now blame merchants for bad deliveries, not the carrier.
• Three claim types matter most. Shipping damage, DOA, and defects cause the highest confusion and cost when misfiled.
• Misfiled claims drain margins. They create slower resolutions, wasted labor, unnecessary refunds, and negative reviews.
• Clarity is the fix. Upfront instructions, simple language, and consistent support help customers file in the right channel.
• Platforms do the heavy lifting. Most claims are resolved by warranty partners, merchants just need to guide customers in the right direction.

“Perception is reality.” – Lee Atwater

When it comes to post-purchase failures, this couldn’t be more true.

In 2022, 83% of shoppers blamed carriers for delivery issues. By 2025, that number dropped to just 39%. The rest? They blame the merchant.

A recent report confirms the shift: more and more shoppers now expect the seller to own every post-purchase problem, no matter whether it was caused by the courier, the factory, or a warranty provider.

That creates a critical risk for merchants.

And when something goes wrong, a package arrives broken, a product never turns on, or it fails months later, they simply file a claim.

But what if they file the wrong claim? Resolution slows, refunds and reships stack up, support hours get wasted, and trust erodes.

This is why merchants need to step in. Not to shoulder every issue themselves, but to guide customers toward the right type of claim. Three categories, in particular, drive the most confusion and the highest cost: Shipping Damage, DOA (Dead on Arrival) and Defect (Malfunctions later)

These are easiest to confuse and the most expensive to misfile. Without clear guidance and warranty platforms supporting in the background a misfiled claim isn’t just a delay. It’s a direct hit to both profit and customer trust.

So, let’s get into the details.

Who handles which claim?

Customers rarely see the distinction. If merchants don’t make it clear, at checkout, in post-purchase flows, or in-store, claims slip into the wrong channel; slowing resolution and adding cost.

The cost of misfiled claims for your business

When claims are filed in the wrong channel, the impact isn’t minor, it multiplies across the business:

• Resolution slows as claims bounce between parties. ‍
• Refunds and reships stack up, eating into margins. ‍
• Support hours are wasted rerouting instead of solving. ‍
• Trust erodes as delays turn into poor reviews and churn.

For example:

A midwestern furniture retailer recently audited its reviews and discovered that 32% of all negative ratings were tied to shipping damage, scratches, dents, and small tears in sofas and dining sets. But here’s the problem: many of these issues were treated like warranty or return requests. That meant slower resolutions, wasted labor, and hidden losses amounting to 8.5% of their bottom line.

Once they routed shipping damage correctly into shipping protection, results were immediate:

• 17% lower customer complaints
• Rating improved 4.2 → 4.6
• Customer service freed from manual rerouting
• Increased attachment rates upto 28%

How merchants can help customers file the right claim

The moment a customer files a claim, two things matter: clarity and direction. Customers don’t care who is technically responsible, they want to know where to go and what to do next. That’s the part merchants can control: shaping the experience by making sure people know what’s covered and how to file it correctly.

1. Give clear instructions

Set expectations early. At checkout and in follow-up emails, explain coverage in plain, customer-friendly terms:

• Delivery protection covers damage, loss, or missing items during shipping. ‍
• The manufacturer’s warranty applies if a product doesn’t work on day one. ‍
• Extended protection plans cover failures that occur after normal use.

Clarity at these touchpoints prevents confusion and reduces misfiled claims before they start. It also signals transparency, which solidifies brand perception and word of mouth.

2. Use templates and landing pages

Don’t leave customers guessing with a single “File a Claim” button. Create a landing page or form that guides them step by step.

• Use clear categories (e.g., delivery issue, didn’t work on arrival, stopped working later).
• For each, show customers exactly what they need to submit, photos, order number, or a short description.
• Keep the language plain and consistent with what they saw at checkout.

Create a documentation checklist

Merchants can avoid most back-and-forth by giving customers a simple checklist of what to prepare before filing a claim.  

• Order details → order number, purchase date, proof of purchase ‍
• Product details → product name, model/serial number, and included accessories ‍
• Delivery issues → photos of the package, shipping label, and damaged/missing item ‍
• Didn’t work on arrival → short video or photo showing the product never functioned ‍
• Stopped working later → description of the issue, when it started, and any troubleshooting attempted ‍
• Customer info → name, email, phone, and preferred contact method

3. Train Sales and Support Teams

Clear instructions and landing pages only work if your teams reinforce them. Every sales and support employee should understand the coverages you offer, use the same simple language customers see online, and know which partner handles which type of claim.

When teams are aligned, customers hear one consistent message at every touchpoint. That consistency reduces confusion, prevents misfiled claims, and strengthens trust in your brand.

4. Lean on warranty protection platforms

Merchants don’t need to absorb every claim themselves. The smarter role is guidance and routing, making sure issues flow into the right channel, while the resolution work happens in the background.

Platforms like SureBright not only provide broad coverage, extended warranties, accidental protection, and shipping protection, they turn protection into a revenue lever while helping your brand come across as reliable and genuinely customer-first.

Merchants using SureBright are consistently seeing 20%+ attach rates, proving that when protection is positioned well, it builds trust and adds meaningful revenue at the same time.  

👉 Curious how it would look in action? Just copy any product URL from your e-commerce store here and instantly see how warranties would be displayed on your site.

Why It pays off

When shipping insurance claims are routed correctly, merchants see the upside immediately:

• Faster resolutions → fewer angry customers stuck waiting. ‍
• Lower costs → no duplicate refunds or wasted reships. ‍
• Protected margins → warranty and shipping partners absorb losses, not you. ‍
• Better reviews → customers reward clarity with higher ratings. ‍
• Repeat business → a solved problem builds more loyalty than a discount ever could. ‍
• Revenue upside → if you’re using platforms like SureBright, warranties and shipping protection aren’t just defense, they’re a revenue lever through higher attach rates and added value at checkout.

Finally,

Most customers assume you’ll handle every failure. In reality, the majority of claims are resolved by warranty and protection platforms. That’s the part customers often miss; your role isn’t to fix everything yourself, but to point them in the right direction so they never feel lost in the process.

The more information you put upfront with clear instructions, simple language, and transparent coverage, the less friction your customers face and the less cost lands on your side.

In the end, it’s not about absorbing every claim. It’s about creating a system where problems are routed smoothly, customers get quick answers, and your brand comes out stronger after every resolution.

If you are looking for partners who understand this truly, feel free to connect with us.

‍