How to ship bread or bread dough?
I think you will get the 'best result' out of 'par baking' your rolls. I have done this myself, though not for shipping. It is simply easier to make a large batch and then store them for use as needed. IMHO rolls are best served hot and fresh, and while re-heating fully baked rolls can recapture some of the glory that is fresh baked bread, allowing your customers to finish bake a partially baked product will give them the convenience of truly fresh rolls on demand. The technique (and recipe, for my part) I picked up from Alton Brown, in the episode of Good Eats: Roll Call. Alton's recipe for Parker House Rolls includes a par baking option: 


  For Brown and Serve option:
  
  Assemble rolls as above, but bake as follows.
  
  Preheat the oven to 275 degrees F.
  
  Bake until the outside of the rolls just begin to set but have not
  browned and the internal temperature is 185 degrees, about 30 minutes.
  Remove and cool on the pan for 10 minutes. After 10 minutes, remove
  the rolls from the pan and place on a cooling rack until they are room
  temperature, 30 to 40 minutes. Place the rolls in bags and freeze for
  up to 3 months.
  
  To Finish:
  
  Preheat the oven to 400 degrees F. Thaw the rolls for 60 to 90
  minutes.
  
  Spray a sheet pan with nonstick spray. Place the rolls on the prepared
  sheet pan and bake until the rolls reach an internal temperature of
  200 degrees F. Rotate the pan halfway through baking, 10 to 12
  minutes. Remove the pan to a cooling rack and cool for 2 to 3 minutes
  before serving.


The key 'take-aways' that you will want to apply are:


Bake to internal temp of 185°F 
Cool to Room Temp 
Freeze for up to 3 months