A customer orders from your store, then gets an email from a carrier they have never heard of, with a tracking link to a website that looks nothing like your brand. For a few days, the company delivering the most anticipated part of the purchase is not you, it is a logistics firm the customer did not choose and does not recognise. That gap quietly weakens the trust you spent money to build.
White-labeling closes the gap by keeping your brand on the shipping experience end to end, even though a third-party carrier does the actual delivery.
Advanced Shipment Tracking Pro lets you rename carriers, replace their logos with your own, route customers to a tracking page on your domain, and send branded shipment emails, so the post-purchase experience reads as your store rather than a patchwork of courier brands. This guide covers what white-label shipping is, how to set it up, and — just as usefully — what it cannot hide.
What white-label shipping actually means
White-label shipping lets you use third-party carriers and logistics providers while presenting the shipping and tracking experience under your own brand. The carrier still moves the parcel; the customer simply does not have to think about them. Instead of dealing with the courier directly, the customer sees your store’s name and branding at each step where the shipment is mentioned.
Branded tracking and carrier renaming are two different jobs
These get lumped together, and they are not the same thing. Branding the tracking page and the emails is one half: the customer stays on your domain and reads your design. Renaming the carrier itself, so the shipment shows “Yourstore Express” rather than the courier’s name and logo, is the other half — and it is the part most stores never set up, because most tracking plugins do not offer it.
A branded tracking page with the courier’s name printed at the top of it only does half the work.
How to white-label your shipping in WooCommerce
Advanced Shipment Tracking Pro is a WooCommerce shipment tracking plugin with a library of more than 1,010 carriers, each with a predefined tracking link. White-labeling is applied per carrier, on top of that library.
1. Rename a carrier and swap in your own logo
Go to WooCommerce > Shipment Tracking > Shipping Carriers, find the carrier you want to brand, open the three-dot menu and choose Edit. In the Edit Shipping Carrier panel, enter a Custom Display Name and upload your own logo image.
That is the whole change. If you want the original courier details back, open the same panel and click Reset — the carrier’s real name and logo return immediately, so this is safe to experiment with. Full steps are in the white label shipping carriers documentation.
2. Know where the white-labeled carrier shows up
Once a carrier is renamed, your label and logo appear in:
- Order confirmation and shipping emails
- The customer’s My Account > Orders page
- The TrackShip tracking page, if you have that integration connected
- TrackShip shipment status emails
Those four places cover every point where a customer would otherwise read the courier’s name inside your store’s own communication.
3. Route tracking to your own domain
Custom tracking links send customers to a tracking page hosted on your store rather than the carrier’s website. The customer checks status without leaving your brand, and the return visit belongs to you instead of to a courier’s site covered in someone else’s ads. This runs through the TrackShip integration.
4. Brand your shipment emails
The built-in email customiser lets you set the logo, colours and wording on your shipping notifications, and personalise the tracking widget inside them, so the “your order has shipped” message matches the rest of your store rather than looking like a system alert.
5. Add a custom carrier for anything not in the library
If you use a regional courier or a 3PL that is not in the carrier list, you can add it as a custom shipping carrier with your own display name and your own tracking URL, using URL variables so the tracking number is inserted dynamically. That means a white-labeled experience even on shipping partners nobody else supports.
6. Apply it to every carrier you actually use
Because the renaming is per carrier, do it once for each courier in your rotation. A customer then sees the same branded experience whether their parcel moved with one carrier or another, which is what keeps things coherent as you add shipping partners or split fulfilment by region.
What white-labeling cannot hide
Worth being clear about this before you set expectations internally. White-labeling controls what the customer reads in your communications and on your tracking page. It does not reach:
- The physical parcel. The label on the box, the van at the kerb and the driver’s uniform all still carry the courier’s branding.
- Notifications the carrier sends directly. If a courier emails or texts the recipient from its own system, that message is outside your store and stays carrier-branded.
- The tracking data itself. Scan events, delivery times and exception messages come from the carrier. You are rebranding the presentation, not authoring the data.
- Customs and international paperwork on cross-border shipments.
None of that undermines the exercise — the emails and the tracking page are where customers actually look when they are wondering where their order is. But if support needs to tell a customer which courier is holding a parcel, keep the real carrier visible on the admin side and treat the white label as a customer-facing layer.
Why white-labeling builds trust
A consistent brand experience
From checkout to delivery, customers see your store rather than a courier they may not recognise. That consistency is a large part of what makes a store feel established rather than improvised.
Less customer confusion
Shoppers are wary of an unfamiliar carrier name attached to a delivery they are waiting for, and phishing has trained them to be. Presenting the shipment under your own brand reassures them that your store is managing the delivery, which cuts the “is this email really from you?” contacts.
More engagement from each update
Every tracking update becomes a touchpoint you control. A branded tracking page can carry product recommendations or a loyalty message, turning a status check into a small marketing moment instead of a trip to somebody else’s website.
A more professional store
A coherent, branded post-purchase flow separates you from stores that leave the courier’s branding exposed, which still describes most of the market.
What white-labeling changes and does not change
| White-labeling changes | White-labeling does not change |
|---|---|
| The carrier name and logo customers see | Which carrier physically delivers |
| Where the tracking link points | The carrier’s actual tracking data |
| The branding on shipment emails | Delivery times or carrier reliability |
| Whether customers leave your site | Your shipping rates or contracts |
Frequently asked questions about white-label shipping
What is white-label shipping in WooCommerce?
White-label shipping means using third-party carriers to deliver orders while presenting the tracking and shipping experience under your own brand. The carrier still moves the parcel, but the customer sees your store’s name and logo in the shipment emails, in their account, and on a tracking page on your domain, rather than dealing with an unfamiliar courier brand.
Where do I rename a carrier?
In WooCommerce > Shipment Tracking > Shipping Carriers. Open the three-dot menu next to the carrier, choose Edit, then set a Custom Display Name and upload a logo. A Reset link in the same panel restores the original carrier name and logo whenever you want it back.
Can I white-label a carrier that is not in the list?
Yes. Add it as a custom shipping carrier with your own display name and a tracking URL built from URL variables, so the tracking number is inserted automatically. Regional couriers and 3PLs can be branded the same way as the carriers that ship with the plugin.
Does white-labeling change which carrier actually delivers?
No. It changes what the customer reads: the carrier name and logo, the tracking link destination, and the email branding. The physical delivery, the carrier’s real tracking data, delivery times and your shipping contracts are all unchanged. You are branding the presentation, not the logistics underneath.
Is a branded tracking page the same as white-label shipping?
They overlap but are not identical. A branded tracking page keeps customers on your domain to check status. White-label shipping is broader: it also covers renaming the carrier and branding the shipment emails, so the whole post-purchase experience reads as your store rather than just one page of it.
Do I need a separate plugin for each carrier?
No. With a carrier library of more than 1,010 couriers plus custom carriers, you white-label everything you ship with from one plugin, so the branded experience stays consistent even when different orders move with different couriers.
Conclusion
Shipping is one of the last touchpoints in a purchase, and leaving it branded by the courier hands that moment to someone else. Renaming carriers, routing tracking to your own domain and branding the shipment emails keeps the post-purchase experience under your store’s name, so customers associate reliable delivery with you rather than with a logistics firm they never chose. Set it up once per carrier and it applies to every order that follows.