How Dr. Squatch achieved 99.98% EDD coverage and a 31.89% tracking page CTR with AfterShip

Dr. Squatch turned men's soap into a $1.5 billion brand. Built on natural grooming products and the kind of humor-driven marketing that made an overlooked category impossible to ignore, the company grew to $400 million annual revenue by 2024 before being acquired by Unilever in June 2025. The brand runs on Shopify Plus, selling through major retailers and a significant direct e-commerce business.

The Results

• 87.76% on-time EDD accuracy across 99.98% of orders
• 31.89% CTR on the branded tracking page (4.5x AfterShip’s platform benchmark)
• 766 attributed orders and $32,978.07 in revenue generated directly from the branded tracking page in Q1 2026
• Pre-purchase EDD live in weeks vs. 4+ months with previous provider

The Challenge: Manual Complexity and Delivery Expectation Gaps

Dr. Squatch grew increasingly frustrated with their previous estimated delivery date (EDD) provider. What should have been a seamless experience had become a constant source of operational headaches.

The brand fulfills orders through third-party logistics providers, and their previous EDD provider had no visibility into how those partners actually operated. No carrier data, no fulfillment logic, no route performance.

To compensate for that blind spot, Dr. Squatch had to build every pre-purchase delivery rule themselves: warehouse by warehouse, carrier by carrier, route by route. The inputs were their own best guesses, not actual shipping data.

On top of that, post-purchase tracking ran through a portal that was buggy, offered no visibility into what their customers were actually seeing, and was nearly impossible to analyze.

“The previous system was very rigid, assumption-based, and not actually relying on data,” says Will Edwards, senior strategic operations manager at Dr. Squatch. “The inputs were driven by us, and the dates we were seeing just weren’t making sense.”

When Dr. Squatch pushed to expand their pre-purchase EDD capabilities, it took their previous provider four months to get it live. By then, Dr. Squatch had already started looking elsewhere.

The Solution: Automated Accuracy, Fast Time to Value, and Tracking Pages That Convert

After evaluating alternatives, Dr. Squatch selected AfterShip, combining two products: AI EDD and branded tracking.

Building a Meaningful New Revenue Channel

The tracking page is one of the highest-traffic touchpoints a brand owns. It's also one of the most underutilized.

That opportunity was a key reason Dr. Squatch made the switch. "We felt like AfterShip's out-of-the-box tracking pages and setup were much better than what we had before—more visually appealing and easier to stand up and run with a leaner team," says Edwards.

Dr. Squatch's pages now surface product recommendations based on each customer's purchase history, driving a 31.89% click-through rate (4.5x AfterShip’s platform benchmark of 7%). And in just the first three months of 2026 alone, they generated 766 attributed orders and $32,978.07 in revenue directly from tracking page visits.

Unlocking Actionable Insights with Comprehensive Analytics

"We're now able to see what we're showing customers in a much more granular way than we could through the previous portal," says Edwards.

In practice, that means the fulfillment team can cross-reference AfterShip's delivery data against what their 3PLs report—using the platform as an independent audit layer rather than taking carrier data at face value.

The CX team uses the same data to manage delivery-related support through their customer experience platform Gorgias, while the e-commerce team tracks EDD impact on conversion and shipping method selection.

Achieving Industry-Leading EDD Accuracy and Coverage

AfterShip's AI started by analyzing Dr. Squatch's historical shipping data directly—building delivery rules from actual carrier performance rather than asking the team to map them manually.

What took their previous provider four months was accomplished in weeks. "Being able to auto-populate those rules and set up something that's maybe not all the way there, but 80 percent of the way there—that's far better than what we saw before," says Edwards.

Critically, the same engine now powers both pre- and post-purchase EDDs, so the date a customer sees at checkout stays consistent with what they see on the tracking page. For Edwards, that consistency isn't just a nice-to-have. "You can't let them get too decoupled," he explains. "If someone sees a really aggressive date and orders, then goes to the tracking page and their order is five days away—that's going to drive tickets and make people upset."

AfterShip has proven to be a reliable partner under every pressure: During BFCM 2025, when Dr. Squatch's shipment volume spiked 62.89% over the prior 30-day period, their delivery completion rate held at 99.83%—with zero pending shipments.

Then, when Dr. Squatch moved to a new headless storefront in early 2026, a compatibility issue took the EDD widget offline on product pages. Recognizing how important it was to the team, AfterShip prioritized the fix at no custom development cost. "We definitely want to have the AfterShip EDD on our product pages," says Clara Kim, Senior Technical Project Manager, Dr. Squatch. "It has been beneficial for conversion."

Dr. Squatch's next focus is using AfterShip's built-in A/B testing capabilities to run controlled tests on both the product page and checkout: specifically, figuring out which EDD display format—date range or single date—actually drives conversion.

“At the end of the day, brands want a consistent experience with the flexibility to make minor tweaks here and there,” says Edwards. “We want to see what actually moves the needle.”

Dr. Squatch set out to fix broken delivery estimates. The tracking page revenue came with it. If your team is still building EDDs by hand or facing complexities of third-party fulfillment partners, it's time to talk to us.