The psychology of expectation shows that the faster you satisfy a customer’s need, the more likely they are to return. In this article, we explore why fast delivery is no longer a luxury but a standard and what data confirms this.

The instant gratification effect – immediate satisfaction of needs

Today’s consumers live in a world of immediacy – with a single click, they can order food, buy products from across the globe, pay bills, or book consultations online. This lifestyle strongly shapes purchasing behaviour, a phenomenon known in psychology as the instant gratification effect. The quicker a customer receives their order, the greater their satisfaction and the stronger their positive association with the brand.

Why does this work in e-commerce?

Research shows that online shopping is not just transactional – for many customers, it’s a form of reward, and delivery is a key part of this gratification. Walter Mischel’s famous 1972 Marshmallow Test demonstrated that even adults prefer smaller rewards sooner rather than waiting for larger ones later. In e-commerce, this translates into a preference for fast delivery even at a higher cost.

Data highlights:

• 23% of consumers are willing to pay extra for faster and more reliable delivery to avoid frustration related to waiting and uncertainty about product arrival.
• 70% of customers say delivery experiences influence their loyalty to a retailer.
• 43% report they would abandon a purchase if the delivery time is too long or unpredictable.

Not surprisingly, market leaders like Amazon Prime and Poland’s InPost build their competitive edge by minimising the time between purchase and product delivery. This need for immediacy extends beyond physical goods – the same pattern is seen in streaming services, instant payments, and online bookings, where customers expect immediate results upon making a decision.

The phenomenon of frictionless shopping – buying without friction or delays

Every moment of waiting becomes friction – a barrier that blocks the purchase decision. Today’s consumer expects not only an attractive product but a completely seamless buying experience – from clicking “buy now” to receiving the package. Any obstacle, uncertainty, or delay is friction that can discourage completing the transaction.

In the digital age, where convenience, speed, and predictability dominate consumer expectations, delivery time has become one of the most critical brand touchpoints.

Research shows:

• The average global cart abandonment rate is 70.19%.
• 22% of abandonments occur due to slow delivery.

This means more than one in five shoppers quit precisely because they fear delivery delays, clearly showing the importance of fast, predictable shipping. Importantly, reports emphasise that a lack of transparency about delivery times deters customers even when product prices are competitive.

Why is fast and predictable delivery key to customer loyalty?

Year after year, not only do customer’s expectations for delivery speed rise, but so does their demand for full predictability and clear communication. Modern consumers want to know when they will get their product and won’t tolerate uncertainty.

Data confirms this:

• 66% of consumers expect delivery options to be not just fast, but clearly defined and predictable.
• 70% say negative delivery experiences are sufficient reason to stop shopping at a retailer altogether.
• Customers who have experienced delays or unclear delivery communication are 47% less likely to return, even if the product met their expectations.

This means that errors in logistics don’t just affect single transactions, they can cause permanent customer loss.

Market leaders know time is money – examples from Amazon Prime and InPost

Major e-commerce players have long understood that eliminating delays and uncertainty in delivery translates into higher sales, loyalty, and competitive advantage.

• Amazon Prime: A subscription program based on lightning-fast delivery, often within 24 hours or same-day. This model builds customer loyalty and effectively minimises friction, barriers linked to wait times.
• InPost (Poland): The popularity of parcel lockers and flexible delivery options keeps growing because they allow customers to pick up parcels quickly and conveniently, without long waits. By focusing on automation and punctuality, InPost effectively meets the psychological need for immediacy in e-commerce.

The expectation paradox: faster delivery = higher demands

Interestingly, the more the market conditions customers to expect express deliveries, the more impatient they become, and the quicker they switch retailers over the slightest problem. This is a paradox:

• Customers want their products faster and more reliably, but…
• the faster they get them, the less tolerant they are of delays or uncertainty.

Thus, delivery speed is not just a one-time competitive advantage, it’s a daily trust test retailers must pass flawlessly.

What’s the takeaway for your online store?

Modern customers aren’t loyal to brands that fail at delivery. Building trust takes weeks or months, but it can be lost in a single day of delay. Therefore, investing in fast, predictable, and transparent delivery processes isn’t a luxury – it’s a prerequisite for survival in today’s market.

In practice, managing these challenges is made easier by modern tools like Alsendo Business Pro, which allows efficient coordination of logistics processes, automatic selection of the best carriers, and provides customers with constant access to shipment status information. Such solutions help minimise the risk of delays and enhance the shopping experience, which translates into greater customer loyalty.

1. https://www.metapack.com/ecommerce-delivery-benchmark-report-2025
2. https://baymard.com/lists/cart-abandonment-rate
3. https://www.scribd.com/document/670482519/ShipStation-Ecommerce-Delivery-Benchmark-Report-2023-EN

Here’s why PUDO and parcel lockers directly impact your cross-border sales performance and how to use them to your advantage.

This could make or break your cross-border sales

When expanding internationally, never assume your domestic delivery model will succeed abroad. Each market operates under its own consumer habits, and ignoring local logistics expectations is the fastest way to make costly e-commerce mistakes. Consider these real-world examples, often overlooked in global expansion strategies:

Czech Republic & Slovakia – no PUDO, no sales

In the Czech Republic, a growing number of consumers prefer collecting their parcels from PUDO locations or parcel lockers. While Packeta remains a key player, customers increasingly expect a wide choice – including local shops, kiosks, and petrol stations acting as pickup points. It’s no surprise that more and more Polish online retailers are turning to the Czech market, given its close proximity and similar consumer habits.

Germany – Packstation is not a luxury, it’s a standard

DHL’s Packstation network boasts over 12,000 lockers, with nearly half of e-commerce customers choosing this delivery method. Privacy matters: many Germans prefer anonymous parcel collection over interacting with couriers or neighbours.

Hungary – PUDO and payment go hand in hand

Hungarian consumers frequently combine PUDO collection with cash or card payments upon pick-up. Without offering this option, you’re limiting your conversion potential – especially in B2C.

Nordics – logistics means sustainability

Countries like Finland, Sweden, and Denmark actively support PUDO expansion to reduce carbon emissions. Consumers recognise that consolidated parcel pick-up is more eco-friendly than individual home deliveries. If your store doesn’t promote such options, you risk losing credibility.

3 quick wins for your e-commerce business today:

• Market Research: before entering a new country, investigate which local players dominate Out-of-Home (OOH) logistics (e.g., Packeta, DHL, PostNord).
• Simplify Integration: use Alsendo’s platform to easily add popular PUDO options across multiple markets with a single integration.
• Localised Messaging: highlight preferred local delivery methods in your ads and product pages to boost trust and conversion rates.

How PUDO and parcel lockers drive real sales results?

The “last mile” – how your customer receives their parcel – can make or break a transaction. Emotional factors are at play here, often underestimated by sellers. “Delivery anxiety” is one of the top reasons for cart abandonment. Customers want to buy but worry about delivery complications. PUDO and parcel lockers alleviate these concerns, significantly improving conversion rates. Here’s how:

Flexibility = comfort

Customers don’t need to adapt to a courier’s schedule – they choose the time and place for collection. In markets like Germany, the Czech Republic, and the Nordics, this is non-negotiable for shopping convenience. Without this option, customers may turn to competitors.

Tip: Communicate clearly on your product pages: “Pick up your parcel from a locker or collection point – no waiting for the courier.”

Reduced failed deliveries

Missed deliveries waste time, money, and erode customer trust. PUDO and lockers minimise this risk by giving customers control over pick-up timing. Alsendo’s data shows that deliveries to pick-up points reduce non-collected parcel returns by up to 40% compared to standard home delivery.

Increased parcel security

Parcel lockers reduce the risk of theft or damage – critical in urban areas where doorstep deliveries are vulnerable. In Germany, with high trust in public services, Packstation is often viewed as a safer option than home delivery.

Greater sense of control

Consumer psychology is clear: customers want control over their purchase journey. Choosing the delivery method, selecting their preferred pick-up location, and tracking parcels in real time all enhance satisfaction and loyalty.

2 practical actions you can take now:

• Promote PUDO and locker availability early in your advertising and on product pages – don’t wait until checkout.
• Analyse logistics performance: track which delivery methods yield the fewest issues and highest conversions, and adjust accordingly. Studies show introducing faster, more flexible delivery can increase conversion rates by up to 47% while significantly reducing cart abandonment.

The hidden operational advantages of PUDO in cross-border sales

Most retailers view parcel lockers purely from a customer perspective. But logistically, PUDO and parcel lockers are powerful tools for cost optimisation, reducing operational complexity, and boosting margins in international sales. Here’s what you gain:

Lower last-mile delivery costs

Deliveries to lockers or collection points are cheaper – couriers don’t need to visit every individual address. For your business, this means:

• Reduced shipping costs, especially in countries with high local transport expenses (e.g., Nordics, Germany).
• Ability to offer competitive delivery rates without compromising service quality.

Important: Alsendo data shows that PUDO deliveries in CEE markets can be up to 20% cheaper than standard courier services. This is especially relevant considering 75.8% of cross-border shipments from Poland fall within the 1–20 kg range – the ideal segment for optimising OOH deliveries.

Fewer returns and failed deliveries

Every uncollected parcel represents lost logistics spend, increased customer service workload, and reputational risk. PUDO drastically reduces this by empowering customers to collect parcels at their convenience.

The result:

• Higher first-attempt delivery success rates.
• Fewer returns due to missed deliveries.
• Simplified, lower-cost after-sales processes.

Faster market rollouts

Instead of negotiating complex, country-specific contracts with local couriers, tap into ready-made solutions providing access to extensive European PUDO and locker networks from day one.
Example: Alsendo Innoship enables integration with leading local delivery partners like Packeta, DHL Packstation, PostNord, and more.

4 strategic steps for your e-commerce store:

1. Break down delivery costs not only by country but specifically for cross-border operations – PUDO offers tangible savings.
2. Build a scalable logistics infrastructure from the outset – don’t wait for high sales volumes to integrate parcel locker options.
3. Utilise smart tools for dynamic order allocation to the most cost-efficient carrier with PUDO access.
4. Track performance – lower last-mile costs, fewer returns, and faster delivery all translate directly into higher profitability for your international sales.

Cross-border success requires more than visibility

Cross-border expansion isn’t just about marketing or search engine rankings. The real competitive edge lies in adapting your offer to each market’s logistics expectations. More than ever, customers demand flexible, convenient delivery options like PUDO and parcel lockers – solutions proven to increase conversion rates and minimise delivery issues.

Want to leverage this potential for your business?

Download our free e-book “Crossing Borders. How Polish e-commerce expands across Europe” by Alsendo.
Discover up-to-date market insights, actionable tips, and proven strategies to help you prepare your store for successful international sales.

Download the eBook

This article outlines how parcel pickup experience directly impacts purchase decisions, customer loyalty, and the profitability of your operation. Based on insights from the 2025 Alsendo report, we explain why delivery can no longer be treated as a cost centre, it’s a critical sales enabler.

Why is pickup convenience now a key factor in conversion and loyalty?

In modern e-commerce, the way a customer collects their order has moved from secondary consideration to a key brand touchpoint. It directly influences purchase decisions and future loyalty. When parcel pickup is unclear, rigid, or poorly matched to customer expectations, conversion rates drop and future sales go with them.

According to the 2025 Alsendo report “IT Support in Logistics, Marketing, and Customer Service in E-Commerce”:

• 56% of companies have implemented digital pickup point maps,
• 38% still haven’t,
• and 6% are unaware whether they even use such tools.

Customers expect one thing: a nearby pickup point, open at the right time, clearly marked and visible during checkout. When these expectations aren’t met, cart abandonment rises, regardless of product quality or marketing efforts.

Key stats reinforce the business impact of this part of the journey:

• 59% of companies rate pickup point location as a high-utility feature,
• 57% say in-checkout selection of the pickup point is critical,
• 43% value filtering options such as “open 24/7” or “with parking.”
• 38% confirm that delivery options affect customer satisfaction,
• 48% link returns management to increased loyalty,
• 45% report improved logistics control and post-purchase service thanks to digital tools.

These aren’t “nice-to-haves”, they’re conversion and loyalty drivers.

Why this demands strategic focus

• A customer who had a poor pickup experience rarely returns and often shares their dissatisfaction.
• A customer who receives their order without friction is far more likely to reorder or refer.
• The cost of acquiring a new customer is 5–7 times higher than retaining an existing one.
• Loyal customers generate, on average, 67% more revenue over time.

What you need to know

Investing in an intuitive, flexible parcel pickup experience is not just about UX, it’s a core element of your sales strategy and customer lifetime value.

Learn how changing consumer expectations are reshaping delivery priorities

Implementation cost? In reality, it’s the cost of inaction

Many companies hesitate to implement modern delivery tools because of the perceived cost: system integrations, map interfaces, automated notifications. Understandable. But in a competitive market, failing to invest in delivery experience is not saving money, it’s losing market position.

From the Alsendo report:

• 47% cite implementation costs as a barrier,
• 41% believe their business is too small to justify the investment,
• 33% lack internal resources or know-how.

As a result, 50% of companies have no plans to upgrade their IT systems, effectively forfeiting the customer experience battle at checkout. Meanwhile, those who invest are already gaining ground.

The hidden costs of poor delivery UX

A weak delivery experience causes losses across multiple areas:

• Increased workload for customer service,
• More errors, returns, and failed deliveries,
• Higher acquisition costs to replace dissatisfied customers.

Customers who:

• struggle to collect their parcels,
• can’t track their shipment,
• don’t receive clear return instructions,

…are unlikely to return and far more likely to cost you more long-term.

Investments that pay off

Companies that have embraced delivery innovation report measurable returns:

• 45% improved control over logistics processes,
• 38% achieved lower operating costs,
• 39% optimised warehouse and transport capacity.

In other words: a one-time investment drives long-term efficiency, lower overhead, and better customer outcomes.

What you need to know

In the face of rising consumer expectations and intensifying competition, choosing not to invest in delivery-enabling systems isn’t a cost-saving measure – it’s a conscious limitation of your company’s sales and operational potential.

Delivery convenience as a competitive advantage

On today’s saturated market, product alone won’t set you apart. The quality of the overall experience, especially in how customers collect their orders, is where real differentiation happens.

Digital pickup systems already offer high-value functions:

• Nearest-location suggestions (59%),
• In-checkout point selection (57%),
• Filtering by availability and accessibility (43%),
• Opening hours comparison (40%).

And customers increasingly expect more:

• 28% of companies note that information on in-store services (like packaging or fitting rooms) matters,
• 33% see value in features like parking access or wheelchair accessibility.

Impact on buyer behaviour

Even seemingly minor features can significantly influence:

• Speed of purchase decisions,
• Cart abandonment rates,
• Overall satisfaction,
• Likelihood of repeat orders and referrals.

What you need to know

Delivery add-ons aren’t just extras. They convert. Customers aren’t looking for gimmicks, they want convenience and predictability. Companies that design their delivery process around real-world customer needs don’t just sell more. They build brands customers trust and return to.

How to stop losing customers at the last mile?

In 2025, conversion and retention in e-commerce are no longer driven solely by price, UX, or ad spend. The true differentiators lie in the delivery experience – particularly convenience, flexibility, and clarity around parcel pickup. These details have a direct impact on sales performance and operational efficiency.

Key takeaways for e-commerce leaders:

• Parcel pickup should be treated as a core sales lever, not a backend logistics cost.
• The less friction a customer faces in selecting a pickup point, the more likely they are to convert – and return.
• Failing to invest in last-mile delivery tools is not neutral – it’s a measurable loss in both revenue and brand equity.

What you can implement today with Alsendo:

• Alsendo Delivery Widget – empowers customers to choose their preferred pickup point via an intuitive, filterable map (based on hours, location, accessibility, etc.).
• Alsendo Business Pro – provides full logistics control, courier system integration, and automated customer communication.
• Alsendo Returns – simplifies the returns process to reduce service load and boost post-purchase satisfaction.

Today, it’s not technology that separates market leaders from the rest – it’s decisions. And the way customers pick up their parcels is one of those moments where a seemingly small experience creates a meaningful business impact.

Despite recognizing the potential benefits, many organizations hesitate to act, held back by cost barriers, structural limitations, or a lack of operational readiness. In this article, we examine the core challenges faced by companies introducing innovation in logistics. We outline the most common obstacles, their impact on supply chain efficiency, and offer a practical approach to building innovation capacity in businesses operating within the fast-paced e-commerce environment.

1. Cost is a strategic decision, not just a financial one

Investments in logistics innovation are rarely made impulsively. They’re usually the result of multifaceted evaluation, where cost is only one, albeit prominent, factor. While innovation may seem too expensive “for now,” the real cost lies in not innovating at all, except that invoice is issued by the market, not the vendor.

As many as 47% of e-commerce companies cite cost as the primary reason for delaying the adoption of new solutions. In reality, this includes not only expenses for licenses, integrations, and training, but also internal process reorganization, time commitments, and implementation risks, harder to quantify, but just as real.

Which begs the question: Can you afford not to invest?

Return on investment in logistics innovation is rarely immediate. But postponing the decision almost always delays the return even further. Companies seeking scalable growth must treat technology not as a cost, but as a gateway to efficiency, customer loyalty, and operational agility. Failing to make that decision is like building a new warehouse without planning the electrical installation, operations might start, but the lights won’t stay on for long.

The right question isn’t whether innovation pays off, but whether you can afford to keep doing things the old way.

2. Scale isn’t a barrier, it’s a starting point

Not every company has an in-house IT department, a team of analysts, or a dedicated digital transformation manager and that’s perfectly fine. The real challenge isn’t lacking a sophisticated structure, but believing one is required to start.

41% of companies admit their limited scale holds them back from adopting modern logistics tools. This typically means no dedicated project team, limited operational capacity, or difficulty justifying the cost when the immediate benefits appear small.

But this is a false assumption. In reality, smaller organizations often have the greatest potential for agile change. They’re less bureaucratic, quicker to adapt, and able to test innovations incrementally. Thanks to increasingly modular and flexible IT systems, scalability is no longer an obstacle, it’s an advantage.

Avoiding innovation often leads to a vicious cycle: companies don’t invest because they’re small, and they stay small because they don’t invest. Yet innovation doesn’t have to be revolutionary, it can be evolutionary. It’s about shifting the question from “Are we big enough?” to “What can we do today to grow tomorrow?”

3. Integration – the silent test of digital maturity

Innovation doesn’t end with purchasing new technology, it actually starts there. The greatest challenge is seamlessly integrating it with existing systems. Integration is not just a technical task, it’s a test of operational maturity and readiness for change.

Many legacy IT systems were never designed to work with modern tools. They’re outdated, fragmented, or run in closed environments. When a new solution, such as a returns management system or shipment tracking module is introduced into such an ecosystem, the issue becomes not whether the tool works, but whether it works with everything else.

That’s why integration often becomes a delayed barrier. It may seem simple during the planning phase, but in practice it can trigger a cascade of unforeseen dependencies, especially in companies that have not previously undergone digital transformation. Systems may not communicate with the ERP, require middleware, additional modules, or data restructuring, all of which require time, resources, and skills often underestimated in project planning.

Why does this matter?

Because poor integration doesn’t just delay implementation, it disrupts operations. It affects order processing, customer service, and overall workflow continuity. It’s like trying to replace an engine while the car is moving, you need a plan and solid preparation.

Organizations must start not by asking what they want to buy, but what they need to connect it to, and who will handle it. Only then can innovation become reality, not just a promise.

4. Technology doesn’t work alone – it needs people to power it

There is no shortage of tools, what’s lacking are people who know how to use them. The biggest gap today isn’t access to innovation, but the skills required to implement and operate it. In the digital era, it’s not technology that creates an advantage, but an organization’s ability to understand, adopt, and utilize it effectively.

33% of companies cite lack of internal resources as a key barrier to implementing logistics technology. This includes not only IT specialists and project managers, but also gaps in essential skills among frontline employees. Logistics staff, warehouse workers, and order fulfillment teams are the ones who ultimately determine whether the new technology works in practice, or just exists in theory.

Without understanding the why and how behind a new tool, even the best-designed WMS or returns platform may be perceived as an obstacle. Technology without competence is like an engine without a driver it may be powerful, but it won’t get you anywhere.

That’s why building a learning culture and internal knowledge transfer must be integral to every transformation initiative. Training programs, vendor partnerships, and the development of internal “innovation ambassadors” are investments as vital as the technology itself.

Because real implementation starts after the system is launched and people are its true driving force.

5. Not innovating is also a decision

In the fast-paced world of e-commerce, not investing in technology isn’t a neutral decision. It’s a choice with real costs, they just don’t appear on an invoice, but in performance metrics, customer satisfaction, and growth potential.

Companies that forgo innovation in logistics operate with limited process visibility, reduced flexibility, and increased operational risk. Only 52% of organizations regularly monitor inventory levels, and 50% track delivery performance. This means half the market is flying blind on basic operational metrics.

Lack of automation results in error accumulation, unpredictable delays, and poor communication across the supply chain. Without analytics tools or decision-support systems, businesses operate like captains without radar, everything seems fine when the sea is calm, but when the weather shifts, disaster is imminent.

What’s more, failure to innovate directly impacts the customer experience. Without modern tracking tools, convenient pick-up options, or context-aware communication, customers simply take their business elsewhere and stay there.

Today, technology is no longer a competitive edge. It’s the price of entry. Ignoring it doesn’t slow down change, it only excludes you from its benefits.

The challenges of implementing logistics innovation are complex, but not insurmountable. What seems like a barrier today can become a competitive edge tomorrow, if the company makes the conscious decision to begin the transformation journey.

The Alsendo report clearly shows that technologies supporting logistics, marketing, and customer service are widely available, and feasible to implement even in smaller organizations. The key questions now are not just “if” or “when”, but “with whom” and “how”.

Alsendo’s ready-made solutions, particularly within the Business Pro packages are tailored to the real needs of growing companies: enabling flexible implementation, lowering technical barriers, and simplifying integration without the need to overhaul entire systems. These are tools designed not just with technology in mind, but with the real rhythm of business.

The transaction is perfectly aligned with Alsendo’s buy-and-build strategy, aimed at consolidating the fragmented shipping solutions market and expanding cross-border services in Europe. It strengthens Alsendo’s position as one of the most dynamic Polish tech companies operating in the logistics sector. 

“At Alsendo, our ambition is to become Europe’s leading delivery management and shipping platform. That’s why we are steadily building our position in the logistics technology market. With the experience gained in the competitive markets of Central and Eastern Europe, we are ready to scale our model in Western Europe. Entering the Italian market confirms the effectiveness of this strategy, and our partnership with Spedire is just the beginning of our pan-European journey,” says Magdalena Magnuszewska, CEO of Alsendo. 

The Italian parcel market – with an annual volume of about 1.1 billion, similar to Poland – remains highly fragmented, particularly in the shipping platform segment. It is dominated by local players, with Poste Italiane holding the leading market share, and the logistics infrastructure is still developing, also driven by InPost’s launch in Italy in November 2024. The share of PUDO points and parcel lockers remains significantly lower than in CEE. Additionally, Italy shows a relatively high penetration of international shipments – around 13.5% – indicating solid demand for cross-border services, which are a core pillar of Alsendo’s technology-driven expansion. 
 
“The Italian market is still in the early stages of APM development, but its scale and the large number of international e-retailers (e.g. in the fashion and beauty industries) create ideal conditions for the further expansion of our digital solutions, such as Innoship and BusinessPro, along with our cross-border services. Spedire fits perfectly into our development vision,” adds Magnuszewska. 
 
Spedire.com and SpedirePRO are innovative logistics solutions created by Esite, which has been operating in the market for over 10 years and handles more than 400,000 shipments per year. The platforms collaborate with leading carriers such as UPS, FedEx, InPost, and Poste Italiane, offering a comprehensive range of services – from pick-up and delivery point operations to cash-on-delivery and triangulated shipments – all supported by extensive customer service. Designed to meet the needs of both individuals and businesses, they play a key role in helping thousands of Italian companies manage their national and international shipping operations. 

“Joining Alsendo Group is a natural step in our evolution. In recent years, we’ve focused on technological innovation and broadening our range of services. Now, by becoming part of a larger group with international expertise, we’re in a stronger position to scale our business, strengthen our presence in the Italian market, and offer even greater value to our customers – especially business clients who rely on advanced, reliable shipping solutions,” comments Luca Lorenzini, CEO and founder of Spedire.com e SpedirePRO. 

Over the past three years, Alsendo has completed a series of acquisitions in the CEE region (including Lithuania’s Siusk24 and Cargobooking, Czechia’s Zaslat, and Romania’s Innoship and Ecolet), on top of leading position in Poland. Today, the group spans across the entire EU, providing hundreds of thousands of business clients – across nearly 10 European markets – access to integrated technological and operational last-mile logistics solutions. 

Entering the Italian market marks another step in Alsendo’s international expansion, made possible by the strategic support of Abris Capital Partners, which has been the company’s majority shareholder since 2020. Esite – developed in partnership with Triboo S.p.a, one of Italy’s leading e-commerce and digital services groups – brings not only local expertise to the group, but also a technological backbone. The synergy of competencies and a shared vision for market consolidation means Alsendo is taking a confident step toward building a next-generation integrated pan-European logistics platform. 

According to data, personalised content can boost engagement rates by up to 80% and conversion rates by several percentage points. Companies that integrate sales, logistics, and customer service data create coherent, accurate customer experiences that directly impact results. Personalisation is no longer a nice-to-have – it’s a critical component of any successful e-commerce strategy.

From click to trust

A report by Alsendo reveals that 61% of companies regularly use personalised email notifications, and 44% of them see a clear increase in customer engagement. In a digital world where inboxes resemble traffic jams, a well-targeted message is like a green light, it stands out and leads the way forward. Even basic personalisation efforts, such as using a customer’s name, offering dynamic recommendations, or aligning messaging with their shopping history, do more than drive clicks. They capture attention in a marketplace where everyone is fighting for it.

This is no longer a matter of choice. It’s a race. If you don’t deliver a better, faster, more human experience, someone else will. Customers don’t wait. They expect brands to anticipate their needs before they express them. They expect communication that fits into their digital lives, not just ads. Personalisation is no longer just a tech feature, it’s a measure of a brand’s maturity and the key to building long-term loyalty through understanding, not discounts.

Why personalisation works? The brain likes the familiar

The effectiveness of personalisation lies in cognitive science. The “self-referencing effect” makes people more likely to notice and remember information that refers directly to them, their name, location, or previous purchases. That’s why a subject line like “Anna, your favourite item is back in stock!” outperforms a generic seasonal promo.

Personalisation also triggers so-called “micro-moments”, brief, emotional bursts that influence decision-making. The right message, sent at the right time, not only activates a desire to buy, but also generates satisfaction from feeling accurately targeted. In an age of constant distraction, relevance – not volume – drives results.

Personalisation = higher engagement = greater loyalty

Personalisation doesn’t just sell, it creates an emotional connection between brand and customer. Subtle gestures like reminders about low stock, cart abandonment emails that reference specific items, or personalised welcome offers help customers feel remembered and valued.

One example of smart personalisation is offering location-based pickup points. 59% of companies already appreciate this feature, it’s not just a logistical benefit, but a message: “We understand your routine. We know where you are.” Each of these signals reduces cognitive effort and helps customers act instinctively.

This ties into the “frictionless experience” principle: the fewer steps between a customer and their goal, the more likely they are to complete it and return. Convenience builds loyalty, and today, loyalty is earned through seamless experiences, not loyalty points.

The data doesn’t lie: why does personalisation really work?

Personalisation is no longer a luxury reserved for tech giants, it’s a core tool that should be part of every modern business strategy. Yet only 8% of companies personalise their tracking pages, despite these being among the most frequently visited touchpoints. It’s like having a prime storefront with no display in the window.

Psychologically, this reflects a phenomenon known as “inattentional blindness”, companies so focused on day-to-day operations that they overlook high-impact opportunities. There’s also the “status quo bias”, a natural tendency to stick with what’s familiar, even if change would be beneficial. The result? Businesses fall behind not because they lack the tools, but because they lack the boldness to use them.

In the age of automation and rising competition, skipping personalisation is like running a store blindfolded: you can’t see the customer, you don’t know what they want, and you don’t know why they just walked out.

A new approach: personalisation not just as a tool, but as a service

Modern customers don’t just buy products, they seek meaningful experiences. Personalisation is no longer a marketing add-on; it’s becoming a full-fledged, integrated, and scalable service. Companies treating it only as a campaign tool quickly fall behind those who design entire ecosystems around customer needs.

From a psychological standpoint, the “framing effect” shows that how you present an experience shapes how it’s perceived. If your store’s interface, delivery updates, and communication style match the customer’s lifestyle, the experience is viewed as seamless and trustworthy.

Examples? Flexible delivery options, pickup point personalisation, or delay notifications written in a human tone. These touchpoints build a “positive memory trace,” which later translates into loyalty. The “IKEA effect” also applies here: customers value experiences more when they feel involved in shaping them.

Smarter logistics, enabled by personalisation

Today’s e-commerce and logistics landscape demands flexibility and real-time responsiveness. To meet this challenge, more businesses are adopting personalised logistics solutions. The good news? With modern platforms, there’s no need for custom development or heavy IT resources.

Alsendo Business Pro is a ready-to-deploy logistics personalisation platform offering tailored service packages for businesses of various sizes and industries. Key features include:

• Carrier & Pickup Point Integration
  Quick setup with 212,000+ out-of-home locations and flexible carrier configuration.
• Personalised Notifications & Tracking Page
  Branded emails and customisable tracking pages aligned with your tone and customer communication style.
• Analytics & Delivery Monitoring
  A reporting panel for tracking delivery performance and logistical efficiency.
• Automated Returns Handling
  Available in the Max package for streamlined return processing.
• Flexible Packages & Subscription Model
  Three scalable plans (Standard, Optimum, Max) with monthly billing.

Alsendo Business Pro gives companies instant access to advanced tools that previously required months of development. It enables rapid deployment of personalised communication, delivery tracking, and customer experiences, without building IT infrastructure from scratch.

The result? Increased operational efficiency and a stronger, more memorable customer journey that drives loyalty and measurable business growth.

1. https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
2. https://dpogroup.com/blog/frictionless-customer-experience/
3. https://www.studocu.com/pl/document/szkola-wyzsza-psychologii-spolecznej/psychologia-spoleczna/spostrzeganie-siebie-r6/5455247
4.  Raport Alsendo 2025: Wsparcie IT w logistyce, marketingu i obsłudze klienta w e-commerce

What if you could turn these high-engagement messages into a new revenue stream? In this article, we’ll show you how to personalise your transactional emails to drive more sales, without increasing your ad spend. 

Transactional emails: an untapped asset that can transform your sales performance 

Before diving into specific strategies, let’s take a look at some key data that sheds light on this opportunity: 

• Average open rate for marketing emails: 15–25%. 

• Average open rate for transactional emails: 40–65%. 

This data clearly shows that transactional emails outperform traditional marketing emails in terms of engagement – by an average of 25-40%. Why? Customers anticipate these messages because they contain critical information about their purchases, such as order status and delivery times. This natural expectation creates a unique opportunity for businesses. 

Instead of treating transactional emails as mere notifications, companies should recognize their potential for personalisation and additional sales opportunities, which can significantly impact revenue growth. 

However, most businesses view transactional emails as a necessity rather than an opportunity. They are often impersonal, lack branding, and fail to leverage their sales potential. Yet, with a few strategic improvements, these emails can be transformed into a powerful revenue-generating tool. Research shows that personalised transactional emails can achieve an open rate up to 70% higher than standard marketing emails. Additionally, businesses that optimise their transactional email strategy can increase their annual revenue by up to 20%. 

Beyond increasing email open rates, personalisation plays a crucial role in strengthening customer relationships. Let’s explore how it can drive long-term loyalty and boost customer lifetime value (CLV). 

Building long-term customer loyalty with personalisation 

Personalised email communication is also one of the most effective ways to enhance Customer Lifetime Value (CLV). When customers receive relevant offers and tailored rewards, they feel valued and are more likely to make repeat purchases. 

Studies show that businesses using advanced personalisation in loyalty programs experience a 15–20% increase in customer retention. Additionally, repeat customers tend to spend 67% more than new ones. 

To maximize CLV, brands can use email personalisation to: 

• Encourage repeat purchases – By reminding customers about replenishable items or offering discounts for frequent orders. 

• Provide VIP treatment – Rewarding high-value customers with exclusive deals and early access to new products. 

• Send milestone-based rewards – Offering special discounts when a customer reaches a purchase milestone (e.g., 5th order). 

Personalisation: the key to increased revenue 

Modern technology enables businesses to tailor email content to customers’ individual preferences and behaviours effectively. Personalisation goes beyond simply addressing the recipient by name, it involves leveraging data on purchase history, browsing activity, and product preferences. 

Personalised transactional emails can boost open rates by more than 20% and increase click-through rates by up to 139% compared to standard marketing emails. Moreover, studies indicate that personalised email campaigns generate 5.7 times higher revenue than non-personalised messages. 

1. Dynamic product recommendations 

Transactional emails serve as an excellent platform for cross-selling and upselling, helping to increase order value and improve conversion rates. By analysing past purchases and customer preferences, businesses can incorporate tailored product suggestions into their transactional emails. 

These recommendations can include: 

• Complementary products (e.g., a phone case or wireless earbuds for a purchased smartphone). 

• Premium versions of purchased items (e.g., suggesting a smartwatch with additional features). 

• Subscription or replenishment reminders (e.g., refills for cosmetics, coffee filters, or pet food). 

Such strategies can increase average order value by 20–30% and enhance customer retention by 15–20%.  

2. Automated abandoned cart reminders 

Transactional emails are powerful reminders for abandoned carts. A simple incentive – discount, free shipping, or customer reviews – can double or triple conversions. Research indicates that well-designed abandoned cart reminders can double or even triple the cart recovery rate, helping businesses reclaim lost sales. 

3. Birthday and anniversary offers 

Sending personalised emails for birthdays or purchase anniversaries is an effective way to foster customer loyalty. Customers are more likely to engage with offers tailored to special occasions, and exclusive discounts or gifts can encourage repeat purchases. While personalised emails like birthday offers enhance engagement, their effectiveness depends on how well you understand your audience. That’s where segmentation comes in. 

4. The power of audience segmentation 

Not all customers are the same, and a one-size-fits-all email strategy is no longer effective. Segmentation allows businesses to categorize customers based on factors like: 

• Purchase history – repeat customers should receive loyalty-based offers, while first-time buyers need welcome incentives. 

• Browsing behaviour – customers who frequently view a product but haven’t purchased should receive personalised discount reminders or urgency-driven messaging. 

• Demographics – age, location, and preferences shape how customers respond to different offers, so emails should be tailored accordingly. 

• Engagement level – dormant subscribers may need a re-engagement campaign, while active buyers should be rewarded with exclusive perks. 

Now that we understand the importance of personalisation, let’s explore how transactional emails can be directly monetized in e-commerce. 

How to monetize transactional emails in e-commerce? 

Transactional emails are much more than just order status updates – they can become a powerful revenue stream when designed strategically. Personalisation, intelligent product recommendations, and dynamic discounts are just some of the approaches that allow businesses to increase order value and build long-term customer relationships. 

Upselling and cross-selling opportunities 

Upselling and cross-selling are among the most effective strategies for increasing order value. Transactional emails provide the perfect moment to implement these techniques, as customers are already engaged with the brand and are more likely to make an additional purchase. 

• Upselling involves offering a higher-tier or enhanced version of a purchased product (e.g., suggesting a premium smartwatch model after a customer buys a standard version). 

• Cross-selling recommends complementary products (e.g., promoting a protective laptop sleeve or wireless mouse after a laptop purchase). 

A great way to implement these techniques is by adding a “You May Also Like” or “Complete Your Purchase” section to order confirmation emails. Research shows that well-executed recommendations can increase cart value by 20–30% while enhancing the overall customer experience. 

Loyalty programs: an underutilized revenue driver 

Transactional emails are an excellent tool for promoting loyalty programs and encouraging repeat purchases. 

For example, order confirmation emails can inform customers about: 

• Reward points earned – e.g., “You have earned 200 points on this purchase. Redeem them for discounts on your next order.” 

• Exclusive membership perks – e.g., “As a loyalty program member, you’ll receive early access to new collections and special promotions.” 

• Activity-based rewards – e.g., “Make another purchase within 30 days and enjoy free shipping on your next order.” 

Businesses that implement personalised loyalty programs report a 15–20% increase in customer retention, translating into a stable and predictable revenue stream. 

Exclusive offers and time-sensitive discounts 

Personalised promotions and time-sensitive discounts are some of the most effective tactics for driving repeat purchases. Customers who have just completed a transaction are highly likely to act on an exclusive deal if presented with a compelling offer. 

Transactional emails can include: 

• Dynamic discount codes – personalised, limited-time offers (e.g., “Get 10% off your next order within the next 7 days”). 

• Related product promotions – upsell opportunities like “You ordered shoes! Get 15% off socks and accessories for the next 48 hours.” 

• VIP early access offers – exclusive perks for loyal customers, e.g., “As a valued customer, you get early access to our new collection before anyone else.” 

Such initiatives not only boost revenue but also strengthen customer relationships, encouraging long-term engagement. 

Unlock the full potential of personalised transactional emails with Alsendo Business Pro 

Personalised transactional emails present a powerful opportunity for e-commerce growth, but their effectiveness depends on a well-executed strategy. The key question is: how can you implement personalisation in a way that truly impacts your business results? 

If you want to maximize the potential of personalised transactional emails and transform them into a revenue-driving tool, leveraging advanced solutions is essential. 

Alsendo Business Pro offers: 

• Automated, branded transactional emails tailored to your business. 

• Dynamic product recommendations integrated directly into email content. 

• Advanced analytics tools to optimise conversions. 

• Seamless integration with major e-commerce platforms for effortless deployment. 

Don’t let the potential of transactional emails go untapped. Start increasing your revenue today! 

Learn more about Alsendo Business Pro and discover how to implement these strategies effectively in your e-commerce business. 

https://documentation.mailjet.com/hc/en-us/articles/360042753914-What-is-a-normal-open-rate

https://porchgroupmedia.com/blog/email-marketing-statistics/

https://www.rebuyengine.com/blog/how-to-increase-average-order-value

https://uplandsoftware.com/adestra/resources/report/the-state-of-digital-personalization-in-2016

https://www.campaignmonitor.com/resources/guides/personalized-email/

https://www.rocketcrolab.com/post/boosting-customer-engagement

https://printure.pl/jak-programy-lojalnosciowe-wplywaja-na-zaangazowanie-klientow-i-zwiekszaja-sprzedaz

The power of real-time tracking: why is it a game changer? 

Real-time shipment tracking transforms the post-purchase experience by delivering full visibility into the order lifecycle. Customers gain instant access to accurate, real-time information on their shipments, from dispatch to final delivery. This heightened transparency alleviates common frustrations related to uncertainty and waiting. 

When customers no longer need to ask “Where is my order?”, businesses experience a tangible reduction in inbound enquiries. The freed-up capacity enables customer service teams to address higher-value tasks, such as handling exceptions and resolving complex issues. 

Additionally, proactive updates foster trust, positioning your brand as reliable and customer-centric. 

Key benefits of real-time tracking: 

• Reduces WISMO enquiries by providing instant, automated updates at every delivery stage. 

• Enhances customer satisfaction by offering visibility and control. 

• Optimises support operations by reducing repetitive enquiries and enabling focus on escalated cases. 

• Strengthens brand loyalty through consistent, proactive communication. 

Real-time tracking in action: boost profits and win customers loyalty 

When real-time tracking becomes part of your customer experience strategy, the effects go far beyond reducing enquiries. It delivers measurable business outcomes, shaping both cost structures and customer perceptions. 

Tangible benefits for your organisation: 

• Lower operational costs: automating delivery updates can lead to significant savings. Companies utilising automated customer communications reduce service-related costs by up to 30%. This allows businesses to reinvest in more strategic initiatives. 

• Boost in customer loyalty and trust: transparent, proactive communication builds stronger relationships. Brands offering real-time shipment updates enjoy an average 16% higher Net Promoter Score (NPS) compared to competitors. 

• Minimised disputes and friction: by clearly communicating delivery statuses and milestones, companies see a marked reduction in customer complaints and unjustified claims. This not only decreases resolution costs but also shortens return and refund cycles, resulting in happier, more loyal customers. 

Hypothetical case study: how a mid-sized retailer achieved breakthrough results 

The following case study is fictional and designed to illustrate best practices and potential outcomes. 

A mid-sized European electronics retailer decided to overhaul its post-purchase communication process by implementing a comprehensive real-time shipment tracking system. The project was executed in three critical phases: 

1. Full Carrier Network Integration: the retailer integrated its order management system with 10 national and international carriers, providing end-to-end shipment visibility from warehouse dispatch to customer delivery. 

2. Multi-Channel Automated Notifications: customers were given the flexibility to choose between SMS, email, and in-app notifications. Automated messages were sent at key delivery milestones: order confirmation, dispatch, in-transit, out-for-delivery, and delivery confirmation. 

3. Exception & Delay Management Module: the company implemented real-time alerts for failed delivery attempts, transit delays, and incomplete addresses. Customers were empowered to take corrective action (e.g., reschedule delivery) through self-service portals. 

Results (6 months after implementation): 

• 38% reduction in WISMO-related enquiries to customer service. 

• Operational savings of 20% due to reduced contact volumes. 

• Over 65% customer opt-in rate for proactive delivery notifications. 

• CSAT improvement by 15%, with customers highlighting communication transparency as a key driver. 

This hypothetical scenario demonstrates how thoughtful implementation of real-time tracking combined with automated, personalized customer communication can deliver measurable improvements in both efficiency and customer satisfaction. 

3 essential steps to implement real-time tracking 

1. Integrate with major carriers – ensure seamless data flow by connecting your platform with key domestic and international logistics partners. 

2. Enable omnichannel communication – offer customers flexibility to receive notifications via their preferred channels, including SMS, email, push notifications, or a web portal. 

3. Set up proactive alerts – automate status updates and alerts, covering key milestones such as order confirmation, dispatch, delivery, and potential delays, to create a transparent and reassuring customer journey. 

A strategic advantage for modern e-commerce 

Real-time tracking helps reduce the volume of customer service enquiries, enhances operational efficiency, and improves customer satisfaction. Automating delivery communications drives both internal cost savings and better customer experiences. 

Moreover, deploying such a system doesn’t have to be complex or time-consuming. Alsendo Innoship offers ready-made integrations with major carriers and automates customer notifications—without the need to develop proprietary IT tools. This enables businesses to launch real-time tracking quickly and see tangible results in a short time. 

Benefits of implementing Alsendo Innoship: 

• Seamless integration with leading carriers, 

• Automated customer notifications without overloading your IT team, 

• Omnichannel communication with customers, 

• Reduction in customer service enquiries, 

• Improved customer experience (CX) and increased loyalty, 

• Rapid deployment without lengthy implementation projects. 

In a market where speed and transparency are critical, real-time tracking becomes an essential element of competitive advantage. Leverage this solution today to stay ahead of the competition. 

https://camunda.com/blog/2024/06/the-roi-of-automation-understanding-the-impact-on-your-business

https://www.mckinsey.com/~/media/McKinsey/Industries/Healthcare%20Systems%20and%20Services/Our%20Insights/Automation%20at%20scale%20The%20benefits%20for%20payers/Automation-at-scale-The-benefits-for-payers.pdf

https://www.pwc.com/us/en/services/consulting/library/consumer-intelligence-series/future-of-customer-experience.html

https://bip.pcz.pl/plik%2C2361%2Crozprawa-doktorska.pdf

So how can you turn returns into a benefit for your business? The key lies in automation, process optimisation, and a thoughtful logistics strategy. Here are effective methods to improve your return management and turn it into a competitive edge.

The challenge of returns – how to make them your advantage? 

In some industries, returns account for a significant portion of all orders. Instead of seeing them solely as a cost, consider them an opportunity to improve operations and strengthen customer relationships. Efficient return management helps lower expenses and foster customer loyalty. The main areas to focus on include: 

• Return shipping and handling costs – smart logistics management can significantly reduce expenses related to shipping, warehousing, and reintroducing products to the market. Automating processes and integrating return points can lead to substantial savings. 

• Process standardization – a simple and transparent return system encourages customers to return to your store. Companies that offer user-friendly return processes can build stronger relationships with their customers. 

• Easy access to return points – the simpler the return process, the higher the customer satisfaction. Many consumers prefer returning items at local drop-off points instead of mailing them back. 
   
• Better control over return flows – modern analytics tools help track the reasons for returns, optimise product offerings, and improve product quality, reducing future return rates and boosting operational efficiency. 

How to streamline return logistics and turn it into a business asset? 

To improve your return process, you need solutions that enable automation and flexibility in shipment management. The use of advanced tools helps minimise errors, speed up handling times, and improve the experience for both customers and logistics teams. 

Automation and digitalisation – the key to efficient return management 

Modern return management systems automate processes and integrate with ERP and WMS platforms, making returns faster and more cost-effective. One such solution is Alsendo Business Pro, which helps businesses: 

• Minimising errors caused by manual return handling,
• Automating the return process,
• The ability to analyse factors leading to returns,
• Efficient management of returned goods, enabling faster resale or recycling.

An efficient network of drop-off and Pickup Points (PUDO) – convenience for customers and businesses 

Customers are more likely to return to stores that offer a simple and flexible return process. This factor strongly influences purchasing decisions, prompting companies to invest in solutions that improve this aspect of operations. A well-organised network of drop-off and pickup points has become a strategic element in return logistics. 

Alsendo Business Pro integrates over 250,000 PUDO points, enabling businesses to: 

• Process returns faster and more predictably, eliminating unnecessary delays, 

• Optimise transportation costs through dynamic return route management, 

• Increase customer convenience, directly enhancing loyalty and repeat purchases. 

With such infrastructure, you can reduce logistical issues, improve the customer experience, and streamline return operations while lowering operational costs. 

Route optimisation and operational cost reduction 

To achieve these benefits, businesses increasingly invest in advanced tools for route optimisation and return consolidation. These systems help lower logistics costs and speed up the return of goods to the warehouse, which is key to resale efficiency. Intelligent return flow management also reduces the number of transports and minimises the environmental impact. 

An example of a solution that enhances both operational efficiency and sustainability is Alsendo Business Pro, which offers: 

• Smart consolidation of returns, reducing the number of transports and logistics costs, 

• Automated assignment of optimal return routes, accelerating processing, 

Standardising and simplifying return procedures – returns without unnecessary complexity 

Eliminating excessive formalities and streamlining processes is key to effective return handling. To meet customer expectations for a simple return process, businesses implement digital tools. One such system is Alsendo Business Pro, which enables: 

• Easy implementation of an intuitive online return request system, 

• Self-service label generation by customers, reducing customer service involvement, 

• Automated carrier assignment, eliminating manual management and optimising costs. 

Turning returns into a competitive advantage 

Efficient return logistics relies on modern tools and a well-planned strategy. The key is to balance operational costs with customer convenience. Businesses that manage returns effectively can reduce expenses and increase customer satisfaction, which translates into stronger loyalty. 

Simplifying return procedures and automating processes noticeably accelerates handling times and reduces operational workloads, while also cutting transportation and storage costs. Moreover, leveraging return data helps with demand forecasting and inventory optimisation. Ultimately, well-managed returns are not just about reducing costs – they build customer trust and provide a competitive edge. 

https://clear-communication-group-sp-z-o-o.prowly.com/234732-problematyczne-zwroty-w-e-commerce

https://assets-global.website-files.com/601154a2f88e887fa5f9fb5c/65326fd17fdd85bf65e86a71_ebook%20zwroty%20end%20PL%2020231013.pdf

https://forumkonsumentow.org/download/raport-ffk-%E2%80%93-dlaczego-konsument-%28nie%29chce-e-commerce-%2829.11.%29-1702908254.pdf

https://gemius.com/documents/66/RAPORT_E-COMMERCE_2024.pdf

However, cross-border expansion requires careful planning, funds allocation, and an understanding of local regulations to ensure a smooth entry into foreign markets. Below, we explore key challenges businesses face when expanding internationally and how to proceed strategically to create sustainable growth. 

1. Understanding local market dynamics 

A critical aspect of cross-border expansion is understanding local consumer behavior, business regulations, and economic conditions. Even within the EU, differences in customer needs, spending habits, and cultural preferences influence market success. Failing to align with local expectations can lead to difficulties in brand positioning, marketing effectiveness, and sales performance. 

For instance, while Poland and Slovakia share a similar economic environment, cross-border customers in these markets may have different delivery preferences, payment options, and brand expectations. Successfully entering a new market requires a deep focus on market research, customer opinions, and competitive positioning. 

How to gain market insights? 

• Businesses can access valuable market knowledge through: 

• Local customer surveys – Gathering opinions to understand consumer expectations. 

• Industry reports & trade data – Researching trends from international suppliers and market analysts. 

• Competitor analysis – Studying how established cross-border businesses position themselves. 

• Government and trade organizations – Consulting sources like Trade.gov.pl to understand regulations and business security measures. 

Example: companies expanding into Central Europe can rely on Alsendo’s technology solutions to ship smoothly, ensuring seamless cross-border fulfillment while keeping delivery operations secure and transparent. 

2. Developing a market – specific strategy

A cross-border expansion strategy must be tailored to the specific country, considering local business culture, legal requirements, and consumer expectations. A strategy that works well in one market may be ineffective in another due to differences in competition, capital requirements, and customer behavior. 

Key considerations when expanding abroad: 

• Market accessibility – how easy is it to enter the market and proceed with business registration? 

• Customer decision-making factors – what influences buyers in this region? 

• Marketing channels – what platforms are best for advertising and customer engagement? 

• Regulatory compliance – are there restricted product categories or legal barriers that may impact sales? 

Example: businesses entering Germany may need to focus on sustainable practices, as cross-border customers in this market prioritize eco-friendly products and ethical sourcing. In contrast, markets like the Czech Republic are often price-sensitive, requiring a cost-effective pricing model to attract buyers. 

3. Adapting the product offering to local demand 

When expanding internationally, businesses must ensure their product or service aligns with local customer needs. Cross-border customers may have different expectations regarding pricing, quality, and product functionality. 

How to adapt your offer for new markets? 

• Analyze local purchasing power – some countries hold premium products in high regard, while others prefer cost-effective alternatives. 

• Study competitor offerings – what are other businesses providing, and how can your company create a unique value proposition? 

• Assess market demand trends – ensure your products align with consumer expectations in that specific market. 

• Adjust branding and messaging – tailor marketing efforts based on cultural preferences and customer feedback. 

Example: in high-income countries like Switzerland, businesses can invest in premium branding, while in price-sensitive regions, companies may need to offer discounts and cost-saving options to hold a competitive edge. 

4. Building strong local partnerships 

Expanding into new markets without trusted business connections can present logistical, regulatory, and operational challenges. International suppliers, distributors, and marketing agencies are crucial in helping companies proceed with expansion more efficiently. 

Why Local Partnerships Matter: 

• Legal advisors – ensuring compliance with international business regulations. 

• Marketing agencies – adapting campaigns for local customer engagement. 
  
• Cross-border logistics partners – optimizing shipping, customs clearance, and delivery efficiency. 

5. Optimizing cross-border logistics and delivery operations 

One of the biggest challenges in international expansion is logistics management. Cross-border shipping costs, regulations, and operational security all affect a company’s ability to deliver products efficiently. 

Key Considerations for International Logistics: 

• Shipping cost optimization – Working with trusted logistics providers to minimize cross-border shipping expenses. 

• Order tracking & customer transparency – Providing customers with real-time updates to improve satisfaction. 

• Delivery speed & reliability – Ensuring timely shipments to maintain customer trust. 

Example: Alsendo’s Innoship software helps businesses automate shipping processes, reducing manual work while ensuring delivery efficiency across borders. 

How to succeed in cross-border expansion? 

Successfully expanding into international markets requires a combination of strategic planning, market intelligence, and strong logistics solutions. Companies that invest in research, establish business connections, and optimize cross-border operations can build a scalable model for sustainable growth. 

By leveraging Alsendo’s comprehensive technological support and multi-carrier integrations, businesses can: 

• Reduce cross-border shipping costs and delivery times. 

• Ensure seamless logistics and transparent customer service. 

• Expand efficiently into multiple countries without operational bottlenecks. 

With the right strategy, resources, and partners, businesses can successfully create a competitive presence in new markets while maximizing profitability and efficiency. 

The European e-commerce landscape has undergone an amazing transformation in recent years. As digital commerce continues to mature across the continent, we’re witnessing the emergence of clear winners and losers, with some players fundamentally reshaping the market while others struggle to maintain relevance in an increasingly competitive environment.

The European e-commerce landscape is characterized by rapid change and increasing complexity. Success in this environment requires a combination of technological sophistication, operational excellence, and strategic agility. Recent developments have shown that while some traditional players have struggled to adapt to this new reality, others have successfully transformed their businesses to thrive in the digital age.

The Rise of Digital Marketplaces: A Tale of Market Dominance

The dominance of major digital marketplaces has become more pronounced than ever before. These platforms have essentially become the modern equivalent of traditional shopping malls, offering consumers an unprecedented variety of products and services under one digital roof. Their success stems not merely from their size but from their ability to leverage advanced technologies and data analytics to create increasingly personalized shopping experiences.

What sets these marketplace giants apart is their relentless focus on innovation and customer experience. They’ve mastered the art of predictive analytics, using artificial intelligence to anticipate consumer needs before they even arise. This technological edge has created a widening gap between market leaders and smaller competitors, fundamentally altering the competitive landscape of European e-commerce.

The Sustainability Revolution: A New Competitive Advantage

Perhaps the most significant shift in European e-commerce has been the elevation of sustainability from a marketing buzzword to an important business imperative. Consumers across the continent, particularly in Northern and Western European markets, are increasingly making purchasing decisions based on environmental impact. This shift has created a new breed of winners in the e-commerce space: companies that have successfully integrated sustainability into their core business model.

These sustainability-focused enterprises have discovered that environmental responsibility can be a powerful differentiator in a crowded market. They’re not just offering eco-friendly products; they’re reimagining entire supply chains, from sourcing to last-mile delivery. The most successful among them have managed to strike the delicate balance between environmental responsibility and economic viability, proving that profitability and sustainability are not mutually exclusive.

The Digital Transformation of Traditional Retail

The story of traditional retailers in recent years has been one of stark contrasts. Some established brands have successfully navigated the digital transformation, emerging stronger and more resilient. Others have struggled to adapt, finding themselves increasingly marginalized in an increasingly digital marketplace.

The winners in this category share several common characteristics: they’ve invested heavily in digital infrastructure, reimagined their physical stores as complementary assets rather than competing channels, and embraced data-driven decision-making. These successful transformations haven’t been cheap or easy, but they’ve proven essential for survival in the modern retail landscape.

Regional Disparities: The North-South Digital Divide

One of the most fascinating aspects of European e-commerce recently is the persistent regional variation in digital adoption and market maturity. Northern and Western European markets continue to lead in terms of digital penetration and consumer sophistication, while Southern and Eastern European markets present a more complex picture of rapid growth mixed with significant challenges.

This digital divide has created unique opportunities and challenges. In more mature markets, competition has intensified around customer experience and service innovation. In emerging markets, the focus remains on building basic digital infrastructure and establishing consumer trust in online shopping.

The Mobile Commerce Revolution

Last year smartphones have been the primary shopping device for many European consumers and it’s still actual. This shift has had far-reaching implications for how e-commerce businesses design their user experiences and structure their operations.

Successful players in this space have gone beyond merely optimizing their websites for mobile devices. They’ve created comprehensive mobile-first experiences that leverage device capabilities like location services, biometric authentication, and augmented reality. This has led to the emergence of new shopping paradigms that blur the lines between physical and digital retail.

The Logistics Challenge: Last-Mile Innovation

Logistics has emerged as a critical battleground in European e-commerce. The ability to deliver products quickly, efficiently, and sustainably has become a key differentiator for successful online retailers. This has led to significant innovation in last-mile delivery solutions, from automated delivery vehicles to urban micro-fulfillment centers.

However, the logistics challenge has also created a clear divide between winners and losers. Companies with the resources to invest in sophisticated logistics networks have gained a significant competitive advantage, while smaller players struggle to meet rising consumer expectations for rapid delivery.

The Payment Revolution: New Financial Technologies

The evolution of payment technologies continues to shape e-commerce success. The rise of buy-now-pay-later services, mobile wallets, and cryptocurrency payments has created new opportunities for innovation and market differentiation.

This financial technology revolution has particularly benefited companies that have managed to integrate multiple payment options seamlessly into their platforms while maintaining high levels of security and user convenience. It has also contributed to the growth of cross-border e-commerce within Europe, as payment friction between countries continues to decrease.

The Social Commerce Phenomenon

82% of consumers use social media for product discovery and research. It is no Wonder then that social commerce has emerged as a significant force in European e-commerce, with social media platforms increasingly functioning as direct sales channels. No matter whether it’s TikTok, Instagram or Facebook, the buyers are open to making purchases directly from stores in social media rather than having to click another link to move to a website and proceed to the checkout. This trend has created new opportunities for brands to connect with consumers, particularly younger demographics who are more likely to make purchases through social media.

Successful companies in this space have mastered the art of creating engaging content that seamlessly integrates with commerce functionality. They’ve learned to leverage user-generated content and influencer partnerships effectively while maintaining authentic connections with their audience.

The Data Privacy Challenge

As e-commerce has grown more sophisticated in its use of consumer data, privacy concerns have become increasingly prominent. The most successful companies have managed to balance personalization with privacy, creating trusted relationships with their customers while complying with stringent European data protection regulations.

This has created a particular challenge for smaller e-commerce players, who must invest significantly in data protection while competing with larger platforms that can spread these costs across a larger customer base.

The Future of European E-commerce

Looking ahead, several trends seem likely to shape the future of European e-commerce. The continued integration of artificial intelligence and machine learning will likely create even more personalized shopping experiences. Sustainability will become increasingly central to e-commerce operations, driven by both consumer demand and regulatory pressure.

We’re also likely to see greater consolidation in the market, as smaller players struggle to compete with the technological and logistical advantages of larger platforms. However, opportunities will remain for innovative companies that can identify and serve specific market niches or leverage new technologies effectively.

The ongoing story of European e-commerce is ultimately one of transformation and adaptation. As the market continues to evolve, the ability to embrace change while maintaining a clear focus on customer needs will remain the key to success in this dynamic and challenging environment.

Sources:

• https://www.vidjet.com/blog/e-commerce-trends-in-europe-2024
• https://finance.yahoo.com/news/europe-e-commerce-market-report-080900615.html?guccounter=2
• https://www.eurocommerce.eu/european-e-commerce-report/
• https://accorde.pl/E-commerce-trends-in-the-EU.html
• https://nielseniq.com/global/en/insights/analysis/2024/key-ecommerce-trends-in-2024/
• https://www.hostinger.com/tutorials/social-commerce

 

Multiple delivery options continue to drive purchases

Over the past years, online shoppers have greatly appreciated the variety of delivery and collection options available in online outlets. In both 2021 and 2024, more than half of respondents considered them an incentive to buy online. This consistency highlights the importance of flexibility and choice in meeting consumer expectations and ensuring customer satisfaction.

Variety in delivery methods is not just a convenience but a key factor in retaining customers. Research shows that loyal customers spend more on brands that consistently meet or exceed their expectations. Providing diverse delivery options is a practical way to enhance the customer journey, making it more likely that satisfied customers will return for repeat purchases. For example, offering express delivery, same-day shipping, or environmentally friendly options can significantly improve the overall customer experience.

The dominance of parcel lockers

In 2021, parcel machine delivery was already the most popular method of collecting online purchases. It was used by 65% of consumers, with direct delivery chosen by 50%. The third most popular method was delivery by a postman (30%), followed by delivery to a partner outlet (20%) and to a post office (8%).

A survey conducted three years later (2024) highlights some clear trends. Parcel machines are now used by up to 84% of shoppers. Direct delivery by courier is chosen by 40% of respondents, which indicates a decline. Partner outlets are used by 18% of shoppers, while 16% still prefer the postman. Only 5% of online shoppers now visit post offices to collect their purchases.

This shift underscores the growing demand for convenient, flexible, and environmentally friendly delivery solutions. Parcel lockers, with their 24/7 availability, have become a preferred option for engaged customers seeking minimal effort and maximum flexibility in the delivery process. Retailers that prioritize these delivery methods are more likely to build a loyal customer base.

The role of delivery in building customer loyalty

Consumers increasingly expect smooth and reliable delivery experiences. According to industry reports, 80% of shoppers consider delivery options as important as the product price. This statistic underscores the impact of delivery services on customer satisfaction and customer retention strategy.

To improve customer loyalty, online retailers must focus on the following:

• Fast delivery: 68% of customers state that fast delivery encourages repeat business.
• Affordable shipping costs: high delivery costs are a primary reason for cart abandonment.
• Eco-friendly options: over 45% of consumers are willing to pay more for sustainable delivery solutions, reflecting growing environmental awareness.

By addressing these priorities, businesses can retain customers and increase customer lifetime value, ensuring their most loyal customers remain engaged over time.

Personalization of delivery as a loyalty strategy

Personalization is a crucial element of modern customer loyalty strategies. Providing tailored delivery options, such as preferred time slots, delivery locations, or packaging choices, can significantly enhance the customer experience. For instance, offering “green” delivery for environmentally conscious customers or priority shipping for loyalty program members strengthens brand relationships.

Impact of customer loyalty programs on delivery choices

Loyalty programs can also influence delivery preferences by offering incentives for specific methods. For example, some retailers provide discounts or bonus points for using parcel lockers, which are more cost-effective and sustainable compared to direct delivery.

Key benefits:

1. Promotes cost efficiency for retailers.
2. Encourages eco-friendly consumer behavior.
3. Builds long-term customer relationships through rewards and personalized benefits.

A successful loyalty program integrates seamlessly into the customer journey, ensuring that every interaction -from purchase to delivery – enhances customer engagement.

Social media and WOMM in delivery perception

Positive delivery experiences often lead to word of mouth marketing, where satisfied customers recommend brands to friends and family. According to recent data, 64% of consumers trust peer recommendations over traditional advertising, making delivery performance a critical aspect of building brand advocacy.

Retailers can amplify positive feedback by encouraging customers to share their experiences on social media. For example, campaigns highlighting hassle-free delivery or the use of eco-friendly packaging can attract new customers while reinforcing loyalty among existing ones.

Modern technologies in delivery and their impact on customer loyalty

Innovative technologies play a growing role in enhancing the delivery process and cultivating customer loyalty. Key advancements include:

• Real-time tracking: 88% of shoppers value the ability to monitor their package status.
• AI-powered delivery predictions: artificial intelligence improves accuracy in delivery time estimates, reducing customer effort.
• Drones and autonomous vehicles: emerging technologies promise faster, more sustainable solutions, aligning with the expectations of tech-savvy customers.

Moreover, the introduction of warehouse robotics and automated sorting systems is revolutionizing order fulfillment. These technologies enable companies to reduce processing times by up to 30%, ensuring faster deliveries. Additionally, AI can analyze customer data to predict demand patterns, allowing businesses to optimize inventory levels and improve delivery efficiency. Such advancements not only enhance operational efficiency but also significantly contribute to satisfaction, making it easier to build and maintain a loyal customer base.

These innovations improve convenience, ensuring that happy customers are more likely to remain loyal.

Metrics to measure loyalty in delivery context

To understand the impact of delivery services on customer loyalty marketing, businesses should track key metrics, such as:

1. Repeat purchase rate: this metric helps evaluate how often customers return to make additional purchases. A higher repeat purchase rate indicates strong customer retention and satisfaction with the overall experience, including delivery.
2. Delivery satisfaction scores: these scores measure customers’ perception of the delivery process, including speed, reliability, and communication. Surveys and post-delivery feedback can provide valuable insights into areas for improvement.
3. Net Promoter Score (NPS): this widely used metric evaluates customer loyalty by asking how likely customers are to recommend the service to others. A high NPS indicates that customers are satisfied with their delivery experience and are likely to advocate for the brand.
4. Customer effort score (CES): this metric assesses how easy it is for customers to interact with the delivery service. Simplified processes, such as easy returns or hassle-free tracking, can significantly boost this score, directly impacting customer engagement.
5. First-attempt delivery success rate: this metric tracks the percentage of deliveries successfully completed on the first attempt. Higher rates of first-time success reduce customer frustration and operational costs, improving overall satisfaction.
6. Time-to-resolution for delivery issues: the speed and efficiency with which delivery problems are resolved directly impact customer experience. Quick and effective issue resolution builds trust and promotes customer loyalty.

By analyzing these metrics, businesses can identify strengths and weaknesses in their delivery processes, refine their customer loyalty strategy, and ultimately create a seamless, satisfying experience for their customers.

The future of delivery: trends and opportunities

The delivery landscape is evolving rapidly, with new trends reshaping consumer expectations. Future innovations include:

1. Same-hour delivery: catering to urban customers with immediate needs. As urbanization increases, the demand for same-hour delivery is expected to grow, particularly for essential items and groceries. Retailers investing in local warehouses and micro-fulfillment centers can meet this demand effectively, ensuring customer satisfaction and loyalty.
2. Sustainable practices: expanding the use of recyclable packaging and carbon-neutral transportation. Sustainable practices not only meet the expectations of environmentally conscious consumers but also enhance brand reputation. Companies that integrate electric delivery vehicles, implement carbon offset programs, or partner with green logistics providers can attract a loyal customer base that values sustainability.
3. Subscription-based models: offering unlimited delivery for a fixed fee to encourage repeat customers. Subscription services like Amazon Prime have proven highly successful in fostering customer loyalty. By providing predictable costs and added benefits such as faster delivery, subscription-based models create a sense of exclusivity and convenience, which encourages customers to remain loyal to the brand.
4. Flexible delivery options: allowing customers to choose delivery windows, locations, or even change preferences mid-shipment. Flexibility caters to diverse customer needs and builds trust by demonstrating that retailers prioritize convenience and satisfaction.

Retailers that stay ahead of these trends will secure a competitive advantage and grow their loyal customer base. By investing in innovation and aligning with customer values, businesses can create a delivery experience that not only meets but exceeds expectations, turning satisfied customers into lifelong advocates.

Changing consumer expectations of delivery present both challenges and opportunities for online retailers. By prioritizing convenience, personalization, and sustainability, businesses can enhance customer engagement and foster lasting loyalty. In an increasingly competitive e-commerce landscape, the ability to deliver exceptional service will determine which brands thrive and which fall behind. Investing in innovative delivery solutions and robust loyalty programs is not just a strategy for retention but a pathway to long-term success.

1. Gemius Report “E-commerce in Poland 2024”
2. https://edrone.me/pl/blog/statystyki-e-commerce-polska
3. https://businessinsider.com.pl/biznes/e-commerce-w-europie-jak-trendy-zakupowe-ksztaltuja-rynek-w-2024-roku-polska/wmlpys1
4. https://www.pwc.pl/pl/media/2022/2022-07-11-do-2027-wartosc-rynku-e-commerce-w-polsce-wzrosnie-o-ponad-94-mld-zl-do-187-mld-zl.html
5. https://paypo.pl/blog/na-co-klienci-zwracaja-uwage-podczas-zakupow-online

Logistics is getting closer to going paperless

Using conventional documents is not only time-consuming and inconvenient – it is also unsafe and unsustainable. More and more sectors are trying to implement the paperless policy. We will discuss the situation in the logistics sector!

Why should logistics go paperless?

Time is critical in logistics – all parties want the goods to be delivered as soon as possible. Each successive link in the supply chain involves many formalities. It takes a long time to complete them all using conventional methods, which is why many different solutions have been created to digitise and automate the preparation and exchange of documents. Unfortunately, many documents are still used in paper form, e.g., consignment notes, external issue documents or pallet receipts.

Surveys conducted by GS1 Poland[1] showed that out of almost 30 thousand participants (manufacturers, logistics service providers, chain stores, etc.), 70% want to take part in the Paperless Project. So far, this has not translated into any actual actions.

The Paperless Project – how is paper use reduced in logistics?

The Paperless Project initiated in the middle of 2021 is based on standardised digital documents – the DESADV system, which includes many different electronic EDI messages. This can eliminate paper documentation, automating and streamlining the flow of goods and documents.

Thanks to the Paperless Project:

• the accounting and payment process is quicker and shorter,
• the delivery process is initiated faster,
• manufacturers and suppliers can sooner notify the customers of any difficulties and take adequate action,
• manufacturers and suppliers can better predict their orders and adapt the availability of products in a flexible manner,
• delivery queues are shortened, enabling more effective planning of unloading operations,
• costs of document printing are eliminated,
• the amount of waste and negative environmental impact are reduced.

Activities in the logistics industry aimed at switching to the paperless model to streamline costs and processes are not only cost-efficient and convenient – they have become a necessity today.

 [1] Source: https://logistyka.rp.pl/produkty-i-uslugi/art19138821-dostawy-bez-papierowych-dokumentow.