E‑commerce continues to grow at a rapid pace, and with that growth, customer expectations are rising. Today, it is no longer enough to offer a wide assortment and competitive prices. Consumers expect a shopping journey that is simple and transparent, with fast deliveries, easy returns and a seamless experience at every stage. At the same time, demand for more sustainable options and smarter shopping solutions is increasing.
– Logistics plays a crucial role here. We have become a key tool for e‑retailers who want to succeed, says Eric Noventa, Sales Director for Parcels and E‑commerce at Posti Sweden.
This development is confirmed by a recent survey conducted by Posti among 2,375 logistics decision‑makers in Sweden, Finland, Estonia, Latvia and Lithuania, as part of Posti’s logistics trend report. The results show that consumer expectations in e‑commerce have both broadened and intensified.
Speed and price remain important factors, but the focus is increasingly shifting towards the overall experience. Clear and flexible delivery options, combined with real‑time tracking, have become basic requirements. Half of the respondents also believe that same‑day delivery will be part of their e‑commerce offering within the next year.
– To meet these expectations, e‑retailers need logistics that work in practice. We are a vital part of the delivery experience that customers actually notice, says Jonas Eriksson, Head of Business Development at Posti Sweden.
When nothing can go wrong
Posti is a Finnish logistics company offering a comprehensive range of logistics services for businesses in Sweden, from parcel deliveries to advanced logistics solutions. Domestic parcel deliveries are handled through partners, while exports to Finland and the Baltics are managed through Posti’s own operations. In Finland, Posti is one of the country’s most recognised consumer brands, with the most extensive distribution network. In the Baltics, the company also serves consumers under the SmartPosti brand.
– Today’s consumers expect a wide range of services throughout the logistics chain, from fast and affordable delivery options to sustainable alternatives and more personalised solutions. The customer base is also very broad, ranging from 16 to 80 years of age. As an e‑retailer, you need to be able to meet many different needs at the same time, says Jonas Eriksson.
This places high demands on precision.
– Logistics is complex, and nothing can go wrong in shipping, delivery or communication. That is where our 400 years of logistics experience come into play. We have well‑developed planning for warehousing and order flows, as well as clear processes linked to our customers’ goals. This enables us to deliver with precision and create satisfied customers.
Returns have also become a central part of the delivery chain.
– In the past, outbound delivery was the main focus. Today, returns are just as important. They must be simple, clear and fast, so customers can get their money back without hassle. Efficient transport and warehousing play a crucial role here, says Eric Noventa.
Sustainable delivery options are becoming increasingly important
While speed and price remain important criteria for a successful delivery, Posti is steering its logistics operations in an increasingly sustainable direction. Sustainability is now an integrated part of the company’s strategy and day‑to‑day operations.
Environmentally friendly delivery options have also become increasingly important for consumers and, in turn, for e‑retailers. In the survey, 26 percent of respondents say they plan to introduce more sustainability initiatives within the next three to five years.
– As a logistics partner, we have a major responsibility to support our customers in this transition. We are happy to share the expertise we have built up over many years, says Eric Noventa.
By using data, Posti can analyse purchasing behaviour and identify patterns that make it possible to steer deliveries towards more sustainable and cost‑efficient solutions. One concrete example is the work to reduce returns, even though logistics providers are often the ones who benefit financially from them.
AI becomes part of the shopping journey
Future customers are increasingly data‑driven and are looking for solutions that make shopping both easier and more relevant. According to Posti’s survey, 53 percent of respondents believe that AI‑based shopping agents will be part of their online store within five years.
AI will be increasingly integrated into the shopping journey and will influence how consumers choose both products and delivery options.
– Data will be absolutely critical going forward. That is why e‑retailers need to understand what is happening around them and turn those insights into practical action. This requires access to accurate and sufficient data on products, services and delivery options. Without it, there is a risk that the online store will simply be excluded, says Eric Noventa.
At the same time, products are now being sold across more and more platforms, not just through the retailer’s own online store.
– For many, it is a wake‑up call to realise that they no longer own the entire customer journey. At that point, it becomes important to step back and consider how to regain control of the customer experience. Logistics and delivery play a decisive role in that process.