Branded Tracking

Branded tracking is when a shipper shares shipment tracking with their customers under their own brand identity rather than redirecting to a carrier's generic tracking page. Instead of sending a customer a FedEx or XPO tracking link – where the experience is controlled by the carrier – the shipper provides a tracking link or page that displays their logo, brand colors, and a consistent interface showing real-time shipment status, ETA, and delivery confirmation.

A branded tracking experience typically includes a shareable link generated per shipment, a tracking page with the shipper's visual identity, real-time status updates (picked up, in transit, out for delivery, delivered), estimated delivery date and time, and proof of delivery or signature confirmation when available. Some implementations also include proactive notifications – email or SMS updates at key milestones – all branded to the shipper rather than the carrier.

The value of branded tracking is both operational and commercial. Operationally, it deflects inbound inquiries – customers who can see exactly where their shipment is don't need to call or email asking for updates. Commercially, it reinforces the shipper's brand at a high-attention moment. The period between order placement and delivery is when customers are most engaged with the transaction, and a polished tracking experience builds trust and professionalism – especially for DTC brands and emerging CPG companies where customer experience is a competitive differentiator.

For B2B shippers selling into retail, branded tracking also provides an additional communication channel with buyers and receiving teams, giving them real-time visibility into inbound freight without requiring access to the shipper's internal systems.