Gmail introduces package tracking feature

Online shopping isn’t what it used to be. Today, 30% of Millennials make an e-commerce purchase every day, and it’s getting harder and harder to keep track.

And consumers have been vocal about the issue – 9 in 10 of them say they want to know where their package is in the delivery route.

A delivery or logistics company seems like the obvious candidate to fill this need. But one of the world’s biggest tech companies just announced a simple solution that could help customers get their orders in order.

Alphabet-owned Google (NASDAQ: GOOGL) last week launched a new component in Gmail that allows users to track their mail right from their inbox. The feature, which will roll out in the coming weeks, is compatible with “most major U.S. carriers,” Google said in a blog post, but didn’t name specific carriers.

“With the holiday season approaching, it won’t be long before your inbox is filled with more order and shipping confirmations, tracking numbers, and even the occasional delay notification,” the post reads. “That’s why Gmail is introducing new features this year to save you time and keep track of all your sendings.”


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Shippers and carriers have long sought to communicate with consumers about things like order status via email updates. But all too often, the result is inboxes flooded with emails that never get read.

Google does something incredibly simple by compiling all of these updates. But it could have a profound impact on user experience.

Gmail package tracking uses an automation to search inboxes and identify email receipts for all orders with tracking numbers. From there, the delivery status is displayed at the top of the user’s inbox, as well as in an overview map that can be accessed in individual emails.

The status provides important order updates such as the estimated arrival date and labels such as “Arrive tomorrow” or “Delivered today”. To boot, users can enable the feature through their inbox or Gmail settings – meaning that if Google chooses to use consumer purchase data, it can only share it voluntarily.

In the blog post, Google also mentioned that it would add proactive notifications in the coming months, e.g. B. a label that appears at the top of the inbox in case of delays.

While simple, the new updates to Gmail could prove effective when it comes to helping customers keep track of their packages. Shippers and carriers know that data consolidation is crucial, and that’s exactly what Google is doing for consumers – making their lives easier by consolidating all delivery information in one place. And this place happens to be one that most people visit multiple times a day.

Click here to see more Modern Shipper items by Jack Daleo.

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