The importance of last mile in e-commerce

The importance of last mile in e-commerce

Lee Shepherd is the director at Amazon Logistics, Middle East and North Africa Operations

“Start with the customer and work backwards.” That’s the best advice I can give to any business leader setting out on their e-commerce journey. 

E-commerce is rapidly transforming the retail industry into an omnichannel ecosystem, but when it comes to customer experience, the fundamentals still apply. Customers want great service with a human touch. 

For the e-commerce customer, a direct connection generally only happens when the delivery driver arrives with the package. This final part of the order fulfilment operation is known as the ‘last mile’, where parcels are loaded onto vans in delivery stations and taken to the customer’s home or workplace. As this is the first time the customer physically interacts with the company, the last mile has a huge impact on customer buying decisions, brand trust and future loyalty.

Customers do not just want a smooth, hassle-free and friendly exchange at the doorstep. They also want speed and convenience. And they expect efficient support when questions arise.

When they do not get the service they expect, they are quick to walk away. A global survey by PwC found that one in three customers