THE NEW GOLDEN RULES: 8 MUST-DO TRANSPORTATION STRATEGIES FOR ECOMMERCE BRANDS
7. PLAN FOR THE RETURN JOURNEY Companies often focus intensely on getting products into customers’ hands but devote far less attention to what happens when some of those products need to be returned. That’s a mistake. Merchants who treat returns as a core part of the customer experience consistently outperform those who view them as an afterthought, Coiro notes. Just as customers expect visibility into the status of an outbound shipment, they want transparency throughout the returns process. They want to know where their package is, when it was received, and when they can expect a refund. Providing that level of communication and tracking creates
confidence and reduces friction at a critical touchpoint. Handled thoughtfully, returns can become more than a necessary cost of doing business. They can strengthen customer loyalty, create new promotional opportunities, and generate valuable insights into buying behavior. The brands that plan for returns from the outset are often the ones that turn a potentially negative experience into a reason for customers to come back. 8. BE NIMBLE The companies most likely to thrive understand that the transportation landscape for ecommerce is constantly in flux. They’re not afraid to make
changes. They conduct research, learn from it, and reach out to the providers who are best suited to service their needs. “Brands don’t just need warehouses and shippers, they need partners that can quickly adapt to ever-changing shopping methods and consumer expectations,” Coiro concludes. That can take a variety of forms, including renegotiating carrier contracts mid-year, piloting a new last-mile provider in one region before scaling, or quickly onboarding a same-day delivery option in response to a competitor move. The ability to be nimble will only grow in importance as faster delivery expectations and new fulfillment models keep demanding adaptability. n
LAST-MILE OPTIONS GET ENVIRONMENTALLY FRIENDLY Sustainability has become a strategic priority for many of the world’s largest companies. Shippers such as Amazon and UPS and brands including IKEA have invested in electric fleets and other zero-emission transportation initiatives for years. The tougher challenge, however, may be changing consumer expectations, says Melvin Wah, sustainability lead at TYLin, a global engineering and advisory firm specializing in infrastructure solutions. While consumers prioritize convenience, increasing regulations and sustainability commitments are driving change, Wah notes. The expectation of same-day delivery is simply an ingrained habit that needs to be countered with an awareness of its environmental impact. Wah is the lead author of TYLin’s Freight Decarbonization Playbook , a resource that examines ways to reduce emissions in the last mile. The report explores a range of solutions, including electric delivery vehicles, e-cargo bikes, and walking delivery/hand carts suitable for urban settings, as well as neighborhood microhubs designed to move goods more efficiently while reducing any environmental impact. LOCKER SOLUTIONS Because ecommerce is firmly embedded in consumer shopping habits, parcel management has become an increasingly important consideration for apartment communities, university housing, and other high-density destinations. Large numbers of packages arriving daily can create bottlenecks that lead to lost shipments, theft, damage, delivery delays, and increased headaches for property managers. Smart locker systems have emerged as one solution. The surge in ecommerce that began a decade ago exposed the need for a more organized way to handle package deliveries,
according to Josh Middlebrooks, president and CEO of Luxer One. What began as a convenience for residents and property managers has also become a valuable last-mile tool for carriers. “The main thing that carriers look for is delivery density,” Middlebrooks says. By consolidating deliveries in a single location, drivers can complete more stops in less time while maintaining a full audit trail throughout the process. Locker systems improve visibility throughout the delivery process. Packages are scanned into the system, assigned to appropriately sized lockers or overflow package rooms, and recipients receive automated notifications when deliveries arrive. The result is an audit trail that helps reduce disputes and improve delivery accuracy. Integrated parcel management platforms can provide tracking from order placement through final delivery, bringing shipping updates, access notifications, and delivery confirmations together in a single workflow, Middlebrooks notes. For ecommerce companies seeking greater efficiency in the last mile, locker solutions offer a practical way to streamline operations while enhancing the customer experience.
Locker systems like these from Luxer One are one way to counter the high environmental impact of last-mile ecommerce transport.
146 Inbound Logistics • July 2026
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