Own delivery service or outsourcing: what is more profitable for business

In the flower business, delivery is not just logistics, but an extension of the service. The client evaluates not only the bouquet, but also how it was delivered: whether it was delivered on time, in what condition, in what mood the courier hands over the flowers. Sometimes it is the courier who becomes the “face” of the brand — after all, it is he who contacts the recipient, not the florist who assembled the bouquet. Therefore, choosing a delivery model is a strategic step that directly affects customer loyalty and repeat orders. Today, florists have two main options: create their own service or work through third-party courier services. And here it is important to consider not only the costs, but also the long-term consequences for the business.

Own service: brand and control

When a store employs couriers, it manages the entire “chain of impressions” of the customer. You can develop a corporate uniform, train employees in transportation rules, introduce communication standards, and even come up with a “delivery ritual.” This approach helps strengthen the brand: the customer understands that he is interacting with the store, not with a faceless delivery service.

According to a study by Data Insight, 65% of buyers are willing to pay more for delivery if they are confident in the quality of the service. This means that in-house couriers become a competitive advantage, especially in the premium segment.

But with this comes responsibility. An in-house service requires constant investment: salaries, taxes, gasoline, vehicle maintenance, organizing the schedule and replacing employees. In fact, this is a separate department that requires management no less than the store itself.

Outsourcing: speed and scalability

Third-party delivery services received a new impetus in 2020–2022, when the volume of online orders in the flower segment grew by 45%. For many stores, outsourcing has become a salvation: there is no need to maintain a staff, pay for courier downtime on weekdays, and maintain a fleet of vehicles. Payment is made only for completed orders.

Outsourcing is especially convenient for businesses where the workload is uneven. For example, on normal days it is 5–10 deliveries, and on March 8 or February 14 — hundreds. Affiliate service allows you to easily scale up without unnecessary expenses.

But there is also a downside: control is minimal. According to a survey by the NRA (National Retail Association), about 30% of negative reviews in the flower business are related to delivery, not the quality of the bouquet. And even if a third-party courier is to blame, the client blames the store.

What to consider when choosing

The decision "ours or others" cannot be made based on expenses alone. Three key factors should be assessed:

1. Scaling of the business. For small studios with a small number of orders, outsourcing is more profitable: there is no need to keep a staff. But for large chains, where delivery is tens and hundreds of orders daily, an in-house service pays for itself faster.
2. Target audience. In the premium segment, service and brand are important: the client appreciates that the courier is part of the team, and not "a person from an aggregator". In the mass segment, buyers often choose speed and price, and outsourcing wins here.
3. Seasonality. If a store receives up to 50% of its turnover on holidays (March 8, February 14, New Year), then a combined model can be an ideal solution: "our" couriers for stable orders, and partners for peak loads.

 

Summary

There is no universal answer to the question "what is more profitable". In-house delivery gives full control and strengthens the brand, but requires investment and management. Outsourcing removes headaches and allows for flexible scaling, but limits control over the service.

Our conclusion: for most florists in 2025, a combined model becomes optimal. It combines the control and quality of in-house couriers with the flexibility of outsourcing during periods of high demand. This approach allows you to reduce risks, maintain your image and not "burn" your budget on costs.

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