nShift predicts logistics becoming a "decisive battleground" in 2026

Report predicts AI, regulation and customer demand will push logistics and deliveries to the forefront of the customer experience

nShift, the global leader in delivery and experience management, today asserts that logistics is rapidly transforming from "back-end plumbing" into a decisive battleground for success. This crucial shift will affect e-commerce, retail and B2B distribution across Europe and the UK throughout 2026.

nShift’s report, ‘The future of delivery: key trends shaping 2026’, published today, outlines ten forces that will shape how retailers, carriers and platforms operate next year. The report argues that delivery choice, emissions tracking, data connectivity and AI-led planning are now core requirements for carriers and logistics providers.

“Delivery is the moment when a brand proves its commitment to their customers,” said Jurgen Leijdekker, CEO at nShift. “Consumers expect choice in delivery options, convenience and visibility in tracking and returns, while businesses expect actionable data and flexibility to manage transportation cost. And yet, many delivery networks are still built for a different era. Success will come to those who modernize their delivery infrastructure with automation, reliable carrier integrations, feature-rich software and actionable data.”

Key delivery trends shaping 2026

The report identifies ten interconnected trends that fall under five overarching themes. They describe a logistics landscape that is more digitalized, more resilient and more customer-centric. Its overarching themes for 2026 are:

• Customer expectations - Shoppers expect more flexible and greener delivery choices spanning doorstep and out of home (OOH) options. They will abandon their carts if their preferred options are missing
• Core infrastructure and automation - Delivery networks become increasingly integrated, joined up by AI and automation layers that improve forecasting, visibility and integration at every stage
• Resilience and sustainability - Supply chains rebalance toward regional hubs and lower carbon operations as businesses respond to ongoing supply-chain disruption and tightening emissions regulations
• Operational excellence - Automation, robotics and digital twins become essential tools for improving throughput, accuracy and service stability in high volume operations.
• Market evolution - AI mediated shopping, omnichannel behavior, and cross border demand change how customers discover, buy, and expect to receive their orders.

nShift’s report is published amid signs of growing economic confidence in Europe. Independent forecasts point to retail sales growing about 3% a year to 2029. Meanwhile, studies suggest consumer confidence is growing, with rising disposable incomes, steady labor markets and stronger spending in prime locations.

This renewed optimism underlines the need for delivery capabilities that offer real customer choice, stable capacity and credible sustainability performance. Those that modernize early will be best placed to win loyalty in a crowded market.

“Today, delivery is an interconnected ecosystem, where every touchpoint influences the outcome." Leijdekker said. “Growth will favor companies that build strong delivery connections combined with software that allows them to swiftly adapt when market conditions or consumer preferences change. The right delivery-management platform gives them the capabilities to grow with confidence."

The full report, The future of delivery: key trends shaping 2026, is available now. Download the guide to explore the trends in detail and assess how your current delivery experience compares.