Customer-Centric Logistics: The Key to Global Ecommerce Success

At DELIVER Europe 2025, Helen Scurfield (CEO, Asendia Global Returns) and Dim Baars (Global Account Director, Asendia) explored how customer-centric logistics are transforming cross-border ecommerce. Drawing from Asendia’s own experience and recent global research, they demonstrated how customer expectations—particularly around returns, transparency, and localised services—are shaping the future of logistics.

Growth Despite Complexity

Despite challenges such as tariffs and regulation, global ecommerce continues to expand. The Asendia team shared findings from their Beyond Borders report, showing a projected global ecommerce value of $4.3 trillion by the end of 2025 with an 8% CAGR through 2029. However, 41% of surveyed retailers cited high shipping costs as their primary challenge, followed by customs and logistics complexity.

Regional Expansion Patterns

Retailers are expanding strategically: APAC sellers look to East Asia and North America, while UK and EU businesses target Western Europe and the US. Success, they argued, lies in localisation—offering delivery, checkout, and returns services tailored to the habits and expectations of each market.

Six Pillars of Customer-Centric Logistics

Helen and Dim outlined six core components:

1. Customer Acquisition – Building trust with transparent duties, taxes, and delivery promises.

2. Facilitating Transactions – Localised payment methods, such as India’s UPI, and support for over 140 currencies.

3. Order Management – Real-time, end-to-end parcel tracking to set clear expectations.

4. Delivery Experience – Providing out-of-home delivery options and working with local carriers to enhance flexibility.

5. Returns Management – Making returns easy and data-rich, enabling refunds within days and smarter restocking.

6. Post-Purchase Care – AI-supported customer service, multilingual support, and proactive communication.

Returns as a Strategic Lever

Returns aren’t just a necessity—they’re an opportunity. Asendia helps retailers streamline returns using digital tools and local partners, enabling fast refunds, smart grading, and reduced reverse logistics costs. They also support evolving return policies, from partial charging to personalised deterrents for serial returners.

Data & Localisation: The New Advantage

Data is central to identifying return trends, improving logistics, and understanding customer needs. Retailers are increasingly personalising experiences with this data—offering better sizing, smarter delivery options, and localised service levels.

Helen and Dim concluded by urging brands to see logistics not as a cost centre but as a loyalty engine. By putting the customer first, even in logistics, brands can turn operational pain points into competitive advantages.