As our Peak Season performance live series entered its second week, our experts explored how sustainability, smarter delivery choices, and cross-border agility are reshaping Europe’s logistics landscape.
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Sessions 3 and 4 revealed a simple truth: success in 2025 depends not on speed alone, but on adaptability: how fast retailers can adjust when networks strain and customer expectations shift.
Session 3
Lockers, sustainability & smarter delivery choices
The third live session, led by Luc Altorf (E-commerce Industry Expert, nShift), turned attention to innovation that matters.
If the first two sessions focused on understanding where things break under pressure, this one explored how forward-thinking retailers are fixing them, starting with smarter delivery choices that strengthen both performance and sustainability.
Lockers are no longer optional
One in five home deliveries fails on the first attempt. Lockers and parcel shops aren’t just greener - they’re your reliability engine.
During peak, failed deliveries cause operational chaos and customer frustration. Lockers help fix both by offering:
- 24/7 pickup convenience
- Lower last-mile emissions
- Reduced carrier strain
- Happier customers
Poll insight
“Do you currently offer lockers or parcel shops as a delivery option?”
Over 80% said yes, with only a handful still planning to.The message: Out-of-home delivery has officially gone mainstream.
Sustainability now drives conversion
Shoppers aren’t just asking for greener options; they’re ready to pay for them. Luc shared new nShift data showing that 60% of European consumers are willing to pay more for sustainable delivery, but only a small fraction of retailers make that option visible at checkout.
Sustainability only converts when customers see it. If it’s hidden behind small text or a checkbox, it won’t drive choice.
Poll insight
“Would your customers pay more for sustainable delivery?”
Results split evenly: Yes (40%), Not sure (40%), No (20%), showing a clear awareness gap.
Local patterns are rewriting the playbook
Europe’s diversity continues to shape fulfilment:
- UK & Ireland: Speed dominates; next-day remains standard.
- Nordics: Locker networks and carbon transparency drive loyalty.
- Germany & Benelux: Regulations and customer choice fuel multi-option checkouts.
Delivery choice is no longer about what’s operationally easiest. It’s about what’s emotionally reassuring to the shopper.
Session 4
Quick wins & cross-border opportunities at peak
The final live session, led by Therese Mücherie (Customer Management Expert) and Josh Barber (Solution Architect, nShift), shifted from innovation to execution.
If Session 3 explored where fulfilment is evolving, Session 4 showed how to turn those trends into measurable wins, from checkout optimisation to cross-border delivery strategies that scale profitably under pressure.
The power of small fixes
At peak, the small things break first: carrier promises, delivery info, tracking updates. Fix those, and you immediately reduce chaos.
We also shared how one retailer achieved a 10% conversion lift simply by simplifying delivery options at checkout. Another, Flying Tiger Copenhagen, saw a 20% increase in conversion after clarifying delivery choices - proof that communication can outperform investment.
Multi-carrier = resilience
Our speakers went on to compare multi-carrier delivery to IT redundancy:
When one network hits capacity, another keeps you running. That’s how smart retailers avoid late cut-offs and carrier bottlenecks.
A diversified carrier strategy has become the insurance policy of peak, protecting promises when capacity tightens.
Delivery as brand storytelling
The experts urged retailers to use delivery as a brand differentiator, not just an operational step:
- Show carrier and sustainability options clearly.
- Personalize tracking updates.
- Offer transparent returns with minimal friction.
The best brands make delivery feel personal. That’s what turns a good checkout into a lasting impression.
Cross-border is the next frontier
With 73% of European shoppers buying cross-border at least once a year, international fulfilment has become a core growth driver.
While some brands are still trying to keep up locally, others are scaling internationally - quietly and efficiently.
The winning formula:
- Localised duties and taxes
- Familiar payment methods
- Local carrier preferences
- Reliable returns
Poll insight
“Is your fulfilment strategy and delivery experience fully ready for peak season?”
Every respondent said No.
Five takeaways from the final two sessions
- Out-of-home delivery has gone mainstream.
- Sustainability converts when it’s visible and trusted.
- Small operational fixes deliver big commercial results.
- Multi-carrier networks safeguard promises.
- Cross-border readiness defines next year’s growth.
The bottom line
The final week of our live series proved one thing: logistics is about resilience, adaptability, and trust.
At peak, the smartest brands aren’t reacting - they’re predicting. That’s the difference between surviving and scaling.
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