With peak season approaching, e-commerce and logistics professionals gathered at nShift’s Stockholm office for an exclusive breakfast seminar co-hosted by Bring and Shelfless Sweden on the topic of Making Logistics your competitive advantage ahead of peak season.”
The morning focused on three core questions:
- How to make delivery promises you can actually keep.
- How many delivery options to offer in checkout.
- How to make deliveries more sustainable (including reverse logistics and returns management).
Panelists included Johan Hellman (nShift), Hampus Fahlgren (Bring), Saman Hadiani (Shelfless Sweden), Nicklas Törnqvist (Nordic Nest Group) and Christoffer Andersson (Apoteket), all sharing practical insights into delivery management and carriers’ role in the e-commerce ecosystem.
1. Delivery promises: The foundation of trust in e-commerce delivery
The panel unanimously agreed: the delivery experience is the defining moment of customer satisfaction in modern e-commerce delivery management systems.
“The delivery experience is the most important part of e-commerce,” said Nicklas Törnqvist. “Be honest about what you promise. Most Customers don’t mind waiting a bit – they mind surprises.”
Christoffer Andersson emphasised that with shipping software and transport management solutions, speed isn’t everything:
“A realistic delivery promise that you actually keep is worth more than a quick one that fails.”
From the warehouse and tech side, Saman Hadiani highlighted the role of how automation and forecasting to improve accuracy:
“We must use data and smart systems to meet expectations with precision.”
Meanwhile, Hampus Fahlgren reminded us of the carrier management dimension in last-mile logistics solutions:
“Retailers and carriers must share accurate information. Not too much, not too little – just enough to keep customers informed.”
Key takeaway: In your delivery management platform, ensure promises are transparent, realistic and consistently met. Over-promising is a fast route to eroding trust.
2. Delivery options in checkout: Balancing freedom and simplicity
The question: how many delivery options should you offer at checkout? The answers spoke to depth of choice, checkout design and conversion optimisation.
“Four to five options seems to be the sweet spot,” said Nicklas. “Enough to offer choice, but not so many that it confuses customers.”
Christoffer noted that the right number depends on capacity, carrier availability and shipping scheduling software sophistication:
“Sometimes you show more, sometimes fewer. It must be dynamic.”
Saman described how a checkout solution can adapt based on customer profile, postcode or inventory:
“A smart checkout adapts to who’s buying, where they live, and what’s in stock.”
At Nordic Nest they constantly A/B test their delivery options at checkout:
“We test everything – price, speed and options. Data tells us what converts best.”
Hampus added the carrier-retailer interface dimension:
“The checkout is where the relationship between the retailer, carrier and customer comes together.”
The consensus: simplicity and flexibility win.
3. Sustainable deliveries & reverse logistics: Beyond the parcel
Sustainability is no longer optional - it’s expected.
Christoffer pointed out the complexity behind “green”, “sustainable” or “eco-friendly shipping” labels:
“You need to know which carriers truly offer sustainable options and communicate that clearly.”
Nicklas suggested using transparency to motivate customers:
“Show CO₂ footprints or highlight when we’re already in the area. Waiting a bit can be both greener and cheaper.”
Saman added that smart warehouse placement reduces unnecessary shipments:
“Every avoided shipment saves both emissions and cost.”
Johan Hellman summarised:
“Sustainability works best when it’s built into the delivery experience, not just added on top.”
Key takeaways
- Deliver what you promise. Transparency builds loyalty.
- Keep checkout simple. Use data to offer relevant delivery choices.
- Make sustainability easy. Guide customers toward greener options.
- Communicate and collaborate. The best delivery experience is a shared effort.
Or as Bring’s Hampus summed it up:
“Logistics isn’t just about parcels – it’s about people.”
About the event
The Bring × nShift Breakfast Seminar took place on September 25, 2025 at nShift’s Stockholm office and brought together 30 guest professionals specializing in e-commerce, retail, multi-carrier shipping software and transport.
