E-commerce logistics is no longer just about getting packages from point A to point B. It's now a race to meet ever-evolving consumer expectations. Across Europe, customers are demanding more flexibility and precision, pushing brands to reshape their approach to convenience. So, what’s next for this fast-moving industry, where it’s all about meeting — and exceeding — customer expectations? Let’s take a peek into the future of convenience.
Expert Insights from Christian Bierwirth: What’s next for e-commerce convenience?
Regarding the future of convenience in e-commerce, who better to weigh in than Christian Bierwirth, Director of Product Management at Zalando? In our exclusive interview, Christian shares his expert insights on where the industry is headed, focusing on the intersection of logistics, customer expectations and innovation. His predictions offer a glimpse into how businesses can stay ahead of evolving consumer demands.
Embracing the future of e-commerce convenience
As customer demands continue to rise, the logistics industry is working just as fast to keep up. As you can read in our whitepaper about European Convenience Expectations, this is already an interesting challenge in a diverse market. In addition, futuristic technologies such as drones, tube systems and self-driving vehicles promise a new era of fast, efficient deliveries — but are they ready to swoop in just yet? Not quite. In the meantime, omnichannel logistics, not to be confused with multi-channel logistics, is emerging as the real game-changer. The goal of omnichannel integrations is to give customers the royal treatment, allowing them to pick and choose how, when and where they receive their orders, whilst seamlessly integrating off- and online experiences.
Drone and autonomous deliveries: Still flying high on hype
Yes, we’ve all heard the buzz: drones delivering your latest buys right to your doorstep in minutes. Companies like Amazon Prime Air are all about it, promising packages in under an hour. Sounds exciting, right? Well, hold your breath, because widespread drone delivery is still about 5–10 years away. While drones and autonomous vehicles could change the game, regulatory and technical challenges mean you’re not getting your outfit for tonight’s party dropped off by a flying robot just yet.
Tube parcel delivery: The solution we didn’t know we needed
If drones aren’t taking off just yet, how about delivering parcels underground? Enter tube parcel delivery systems, a futuristic solution that could transform logistics from beneath the surface — literally. Imagine a network of tubes crisscrossing cities, quietly delivering packages in record time, bypassing all the traffic jams above.
Switzerland is already planning a privately financed underground system called Cargo Sous Terrain, which is expected to begin operating by 2031. But let’s be honest, it’s going to be a while before this technology sees the light of day — or should we say the dark of the tunnel?
Omnichannel logistics: The real MVP
While drones and tube systems might steal the spotlight, omnichannel is quickly becoming one of the most influential trends of logistics in the e-commerce space. Imagine browsing on your phone, popping into a store to check out the product and then deciding to have it shipped to your home or even picking it up at a local spot. That’s omnichannel in action, and it’s what customers are starting to expect. The seamless blend of online and offline experiences isn’t just a nice-to-have any more – it’s a must. Brands that nail this down are the ones who’ll thrive in the long run.
What about carriers and their deliveries?
Speed has always been the name of the game when it comes to deliveries. Let’s be real: we’ve all had that last-minute ’I need this yesterday’ moment. But increasingly, precision is overtaking speed as the most coveted feature. As Zalando’s research across Germany, France, the Netherlands and Italy shows, ‘wish day delivery’ is amongst the five most desirable features and scores even higher than ‘fast delivery’. Customers are no longer just looking for fast deliveries — they want deliveries that fit their schedule, whether it’s an early morning drop-off or a specific day of the week.
The idea of precision delivery is gaining ground and Zalando is tapping into this trend with innovative partnerships like our collaboration with notime in Switzerland, where customers can choose their exact delivery time.
Local heroes: Why country-specific carriers matter
Here’s the thing: customers trust what they know. When it comes to deliveries, local favourites still reign supreme. In Germany, it’s all about DHL, while the Nordics swear by PostNord. European consumers are particular about who’s handling their packages, which means businesses need to offer well-established, country-specific delivery options to gain trust and ensure satisfaction. It’s not just about getting packages from point A to point B — it’s about using a carrier people recognise and know they can rely on.
The green delivery revolution: Bikes, electric cars and beyond
Consumers now care not only about speed but also about the planet. Enter green delivery, the rising star in B2C logistics. Electric cars, bike couriers and even electric vans are becoming part of the norm, especially in urban areas where reducing carbon emissions is a priority. As brands scramble to adopt more sustainable practices, offering eco-friendly delivery options has become a real differentiator. For instance, electric-powered bike couriers are already zipping through the streets of many European cities, providing a low-impact alternative to traditional delivery vehicles.
Rethinking returns: Turning a chore into a choice
Returns are an important part of e-commerce. Customers want them to be as painless as possible, while businesses aim to reduce them. Although no one enjoys dealing with returns, convenience remains king. In fact, complicated returns can be a deal-breaker for many shoppers.
Easy returns and paperless processes
Let’s face it: printing a return label feels a bit like going back to the Stone Age. Consumers are increasingly expecting paperless returns. Around one-third of customers find printing a label to be too much effort, and most would prefer to have a QR code sent straight to their email or app. This digital shift makes the return process smoother and less time-consuming, which is exactly what shoppers are looking for.
Bundling returns: Streamlining the process
Convenience doesn’t stop at returns — it’s also about efficiency. Customers increasingly want to bundle their returns into one neat package rather than deal with multiple boxes, drop-offs and return addresses. In some cases, they would even prefer to schedule a home pick-up or hand off returns to the delivery driver bringing their next package. This simplifies the process and saves time for the customer, while businesses benefit from fewer trips and more consolidated returns.
