Digital Marketing & Sales

The logistics frontier of B2c eCommerce

In 2017 eCommerce B2c in Italy exceeds 23 billion euros, + 16% from 2016. The growth of the online market is largely due to increased product purchases: +25% compared to +8% of services. With such trends, for the first time in the history of Italian eCommerce, the worth of products in 2017 is equivalent to that of services: 11.5 billion euros.
In this scenario it is quite simple to see how the development of effective logistic services is always more important and represents an increasingly indispensable element for the success of B2c eCommerce. To this regard, the ability to offer delivery services tailored to customer needs emerged as one of the main competitive elements on which the challenges of the near future will be played. It is not a coincidence that the most advanced merchants are very active on this front with new experimentation aimed at ensuring delivery speed and flexibility.

Among the solutions offered by merchants to guarantee speed there is delivering the same day as the order (Same Day Delivery). This service is offered also in Italy by several operators such as, for example Eataly Net and Amazon. At international level some of the most recent cases include the Tesco initiative: the UK MMR giant has recently signed a partnership with Quiqup, an on-demand delivery startup, to offer one-hour delivery within the London city centre.

Other services focus on flexibility, to respond to the different customer needs. An interesting case in Italy is Eataly Today which, thanks to the agreement with the startup Milkman enables its “web shoppers” to plan and modify the delivery within restricted time ranges. Among the most innovative solutions implemented abroad, there is unassisted home delivery. Worth of note in this direction is the Jet.com initiative with its recently signed agreement with Latch, a company specialised in smart locks. With this technology couriers will be able to open doors and deposit parcels within customers’ homes. Also interesting is the project tested by DHL to leave the products in lockers positioned at the customer’s door, or Audi, Daimler and Volvo that enable delivery of parcels in car trunks with the digital keys given to couriers.

At the core of eCommerce development strategies is always the increased attention placed on responding to end users’ multiple requirements, which is exactly the direction followed by new logistic solutions. The goal for sector operators is to provide value added services and return procedures that endeavour to overcome the limitations of home delivery while ensuring speed and flexibility.

Valentina Pontiggia

Valentina Pontiggia

eCommerce B2c Observatory Director
Valentina Pontiggia

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