Late delivery
How to reply to a late-delivery Google review
Late-delivery reviews are one of the most predictable review shapes online. Replies work best when they name the SLA the customer expected and match the miss with a specific comeback.
Why it matters
Late-delivery reviews are the single most common e-commerce complaint. A specific, dated reply lifts the profile's read-through-to-conversion rate more than any other complaint type.
Do this
- Confirm the delivery window that was promised at checkout.
- Name the number of days or hours late.
- Offer a specific credit, expedited redo, or refund.
Avoid this
- Blaming the carrier by name in public.
- Generic 'sorry for any inconvenience' with no fix.
5 templates
1. E-commerce, 3 days late
Review
"Parcel was three days late."
Reply
"Hi Sam — a three-day miss on a next-day promise is on us to fix. I've credited your account with a free delivery for your next order. Email hello@ourshop.com if you'd rather have it refunded. — Priya, ops lead"
2. Food delivery, 90 min late
Review
"Waited 90 minutes for a 30-minute delivery."
Reply
"Hi Chris — a 90-minute wait on a 30-minute window is a full order failure. Your next order is on us. Email hello@ourplace.com to redeem. — Marco, owner"
3. Trades, missed appointment window
Review
"Plumber said morning, came at 5pm."
Reply
"Hi Jamie — a 5pm arrival on a morning slot is a scheduling failure. From this month we're calling every booking 30 minutes before we're on the way. Sorry it was you. — Dave, owner"
4. Wedding cake, day-of miss
Review
"Cake arrived an hour into the ceremony."
Reply
"Hi Priya — a wedding-day timing miss is exactly the type of delivery we can't undo. I'll be in touch privately to make it right. — Aisha, head baker"
5. Furniture, weeks late
Review
"Sofa was six weeks late."
Reply
"Hi Nadia — a six-week overrun without proactive updates is on us twice. I've flagged this for a partner call — please expect a message this week. — Ellie, ops"
FAQ
- Should we blame the courier in a public reply?
- No. Own the promise, not the carrier. Naming the courier reads as blame-shifting and doesn't move the reviewer.
- Should we always offer a refund on late delivery?
- Match the fix to the miss — credit for small overruns, refund for large or event-critical ones.