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How to ensure logistics that meet the expectations of today’s customers?

Author: Janari Kristian

E-commerce volumes have been steadily increasing, and many companies that have operated only as physical stores so far may consider opening an e-shop in this situation. After all, the goods are already there, and sending them out does not seem like a very difficult task. Shopping in the e-shop has become a common habit for the consumer as well, returns are increasing, and e-shop shoppers continue to be very satisfied with the e-shop experience (purchase, delivery, return).

Before you start setting up your e-shop, you should think about a few things and consider whether you have enough ability and knowledge to deal with e-commerce on your own or you could use the help of a logistics partner.

To organize transport, consider the following questions as a start:

  • Where are your customers located?
  • What are your competitors offering?
  • Which mode of transport do your customers prefer, parcel machine or courier service?
  • How do you plan to transmit transport information to the last mile: should you buy a ready-made solution or build directly on top of your own systems?
  • Where do you assemble orders and how do you deliver them?
  • Where does the packaging for orders come from and where do you store it?
  • Who are your potential customers and where are they located?
  • Are you planning to sell globally or domestically in the Baltics?

Customer expectations for Estonian e-shops

Some of the Estonian e-shops continue to not meet all legal requirements. According to the studies of the Consumer Protection and Technical Regulatory Authority (Tarbijakaitse ja Tehnilise Järelevalve Amet) and the The Estonian Ecommerce Association (Eesti E-kaubanduse Liit), 50% of Estonian e-shops do not meet 100% of all consumer rights arising from the law (here you can find the requirements: Also, competitive advantages over international players are not fully used, which are:

  • 7-day fast assembly and delivery;
  • Direct and fast customer communication in Estonian;
  • An item that could be posted the same day.

Among the delivery options, Estonian consumers trust the parcel machine the most, 80% of parcels are ordered from the parcel machine (results of the Emor study).

The monitoring of the parcel volume of parcel machines by the Estonian Ecommerce Association shows that more than 50% of parcels from all Estonian parcel machines go through Omniva, and Omniva firmly holds the market share, even though DPD is catching up.

At the same time, Omniva’s market share is 38% of the entire market of parcel transport services (parcel machines, courier) and is the reputation leader with the widest network of parcel machines, easy access by car, the possibility of tracking the journey, as well as the intermediary of a large part of the goods coming from Asia, and the largest market share is ensured by the largest network, it’s as simple as that.

The second place has been held by Itella Smartpost, which is known as a more reliable provider with the best price-quality ratio.

The third is the DPD Pickup parcel machine, which shows the highest growth among market participants and whose market share has more than doubled in three years, according to the Emor survey.

More than half of Estonia’s regular e-shop shoppers also expect environmental responsibility from brands and companies. In order for a delivery to be considered environmentally friendly, it must meet two conditions: several products must be combined into one shipment and delivered by a low-emission vehicle.

  • 50% of regular online shoppers and up to 73% of lifestyle shoppers said they prefer a website that offers green shipping options.
  • 33% of regular e-shop shoppers definitely buy environmentally friendly products if possible.
  • 30% are willing to pay a premium for environmentally friendly products/services.

Assembling orders, sticking labels and sending them out by courier

When it comes to assembling and sending orders, you have to decide whether you do it with your people from the company’s own warehouse/store and let your employees pass the information on to courier companies, or instead you buy a warehouse service with transport from somewhere else.

In that case, you could interface your system with the one of warehouse service provider, and the transport prices to the end customer could be cheaper in this case. This is because the logistics company has larger volumes (several customers are served) than when taking an offer for the volumes of just one e-shop.

Today, no customer is ready to wait more than a week for their goods. A professional and customer-friendly e-shop in Estonia ships orders the same or the next day at the latest, busy times or campaigns should not be an exception here.

Logistika Pluss also helps with international sales platforms and delivery solutions

Logistika Pluss offers its customers an all-in-one package, where our warehouse system is interfaced either directly or through intermediary programs with merchant systems.

When the order arrives, it goes directly to our system and therefore the waiting time for the start of assembly disappears, and it is also immediately sent to the transport service provider.

Orders are completed in the time window agreed with the merchant and issued according to the selected delivery solution.

In cooperation, we help to develop a delivery solution suitable for the target market, we also offer key indicators that would help to easily and understandably measure and monitor the activities of partners.

Merchants, on the other hand, can focus on their core business – growing sales and developing sales channels.

Sources used: The Estonian Ecommerce Association Statistics (Estonian e-shopper behavior and trends in e-commerce – Estonian E-commerce Association)

You can contact our sales department at +372 5308 1916 or at

We will answer your questions and find the best solution according to your needs!