The 3 pillars of e-commerce growth in 2025 (that you’re probably overlooking)

Last update: 22.07.2025

In this blog:

1. Delivering growth
2. Fulfillment optimization: keeping promises, building trust
3. Post-purchase excellence: turning delivery into loyalty
4. Reverse logistics transformation: turning challenges into profit
5. Why 2025 will be a pivotal year
6. Further reading: Pillars of e‑commerce growth FAQs

Delivering growth

What if the biggest opportunities for e-commerce growth in 2025 weren’t in flashy marketing campaigns or viral products? Instead, they’re woven into how you manage fulfillment, delivery, and returns. Read on about these transformative shifts that can unlock greater revenue, stronger customer loyalty, and a more sustainable future.

Big changes are reshaping logistics and e-commerce. Are you ready?

In 2025, successful businesses won’t simply treat delivery as a cost: they’ll use it as a strategic tool to fuel growth, loyalty, and sustainability. Every step of the buyer’s journey, from shipping to delivery to returns, offers a chance to impress and deepen customer relationships

At nShift, we’ve identified three key areas where forward-thinking businesses can stand out: optimizing fulfillment, elevating post-purchase experiences, and transforming returns. These areas aren’t just operational necessities; they’re growth engines.

That’s why we’re launching our Delivering Growth webinar series (18-20 February), where experts will share actionable strategies, inspiring case studies, and the trends you need to thrive in 2025.

Fulfillment optimization: keeping promises, building trust

When customers click "buy," they expect their orders to arrive quickly and reliably. Delivering on these promises builds trust and ensures repeat business.

Unified commerce strategies that connect back-end systems with customer-facing channels can improve performance by up to 9% (2025 Predictions report). Tools like nShift’s automated workflows help businesses streamline processes, cut errors, and lower costs.

Consider this: Proshop handled over 30,000 orders per day on a Black Friday without a single issue, thanks to nShift’s automation. Similarly, JYSK boosted its warehouse picking efficiency by 40%, enabling them to scale operations without compromising quality.

👉 On 18 February, in session 1 of our series, we’ll show how to turn your fulfillment processes into a growth engine:

•    Learn how to eliminate bottlenecks with automated workflows.
•    Discover how data-driven carrier selection can enhance performance.
•    See real-world examples of scaling efficiently while maintaining operational excellence.

Post-purchase excellence: turning delivery into loyalty

Delivery doesn’t stop when a package reaches your customer. The post-purchase experience defines loyalty, advocacy, and future purchases.

Brands like QUIZ Clothing saw a 5x increase in email click-through rates with branded post-purchase communications, while cutting customer service inquiries significantly. Similarly, ICANIWILL used nShift Track to reduce delivery-related inquiries by 50%, freeing up their team to focus on growth while boosting customer satisfaction.

The customer journey doesn’t end at checkout: the post-purchase experience is your chance to build loyalty, reduce churn, and stand out.

👉 On 19 February, in session #2 of our webinar series, we’ll share strategies to turn this phase into a major win for your brand.

•    Explore how personalized delivery options cut cart abandonment.
•    Learn how branded tracking tools reduce WISMO (Where Is My Order) calls by up to 60%.
•    Discover how seamless post-purchase processes generate repeat purchases.
 

Reverse logistics transformation: turning challenges into profit 

Returns are often seen as a business pain point, especially in sectors like e-commerce where return rates can reach 20-30%, costing UK retailers £4.2 billion in 2023 alone (read more in this report). But returns don’t have to be a cost center: they can be a strategic driver for growth. Forward-thinking companies are transforming reverse logistics into opportunities to boost revenue and sustainability.

Once overshadowed by forward logistics, reverse logistics is now a strategic profitability driver. Solutions like labelless returns and robust data tracking help retain revenue within the supply chain while improving sustainability credentials. Friluftsmagasinet, for instance, revolutionized their returns process by automating workflows, reducing labor costs, and improving inventory turnover.

👉 On 20 February, our third webinar series session will explore how businesses can leverage innovative approaches to transform returns into a profit-driving element of their supply chain.

•    Learn cost-saving methods to optimize reverse logistics.
•    Explore real-time emissions tracking to meet sustainability goals.
•    See how recommerce and circular economy models drive growth and margin improvements.

Why 2025 will be a pivotal year

Adopting smarter logistics strategies transforms not only operations, but the entire customer experience. Brands that innovate in fulfillment, delivery, and returns will not only stay competitive but redefine what growth means in the e-commerce space.

Join our Delivering Growth webinar series on 18-20 February to dive deeper in these innovative pathways to scale your business. You'll walk away with actionable insights, proven best practices, and real-world examples to help you grow and shape the future of logistics.

Driven by customer-centric visions and operational excellence, 2025 holds immense potential for those bold enough to redefine what growth means in logistics and e-commerce. Don’t just adapt—let's redefine growth together.

Further reading: Pillars of e‑commerce growth FAQs

What are the three pillars of e‑commerce growth?

nShift defines the three pillars as:
• Fulfillment optimization, to deliver on promises reliably
• Post‑purchase experience, turning deliveries into loyalty drivers
• Reverse logistics transformation, converting returns into profit-generation channels

How can optimizing fulfillment improve customer trust and loyalty?

By automating workflows, integrating carriers, and reducing fulfillment errors, businesses build operational reliability that enhances customer trust and repeat purchase. Tools like those from nShift can cut costs and boost warehouse efficiency significantly.

Why is the post-purchase experience essential for brand loyalty?

Strong branded tracking and delivery updates reduce support inquiries and foster customer engagement. Brands like QUIZ Clothing saw up to 5× better email click-through rates, while others reduced WISMO calls by 50%.

How can reverse logistics become a revenue driver?

By offering digital return processes that promote exchanges instead of refunds, companies can recover revenue from up to 30% of returns, reduce waste, and enhance sustainability credentials.

What quantitative benefits can businesses expect from implementing these three pillars?

Businesses integrating all three pillars can achieve up to 9% improvement in operational performance, 20% higher cart conversion, a 60% reduction in post-delivery support calls, and improved revenue through returns conversion.

Why will 2025 be a pivotal year for e‑commerce logistics?

As the market shifts toward unified commerce, logistics becomes central to the entire customer journey. Companies that align fulfillment, delivery, and returns into one seamless experience will set themselves apart.