As brands sell through marketplaces, or become marketplaces themselves, control over the last mile becomes increasingly fragmented. Split deliveries, varying return policies, and different service standards create inconsistent customer journeys shaped by multiple partners. If seamless delivery experiences, high service levels, and strong brand identity remain essential customer expectations, how can companies maintain control of the last-mile experience and ensure consistency when operational ownership is dispersed across the ecosystem?

Key Topics: Marketplace-driven service levels and return policies, Fragmented fulfillment and multiparcel delivery, Customer service ownership and accountability, Brand control vs. operational control, Data visibility across ecosystem partners, KPIs for measuring cross-partner performance and service quality

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