Though Europe’s retail and eCommerce markets remain uncertain in 2025, eCommerce in Europe is forecast to grow by 45 per cent over the next five years. This will bring growth opportunities for brands and retailers, according to a new report from nShift, which specialises in delivery management and experience solutions.
In its report “Growth Under Pressure“, nShift argues that companies that embrace “unified retail commerce” will thrive in the coming years. This approach integrates customer-facing environments with supply chain and logistics, providing a seamless, continuous experience for customers whether shopping online or in-store.
The company says that delivery experience shows how unified commerce can drive retail growth by increasing cart conversions by offering a variety of delivery options at checkout as well as enhancing brand-building post-purchase as delivery and return updates are more likely to be opened than other marketing messages, providing an opportunity to incorporate brand-building content or promotions.
Jonathan Bedford, chief revenue officer at nShift, said: “Shoppers today have higher expectations for how and when they shop and receive their orders. Brands must view deliveries as a core part of the customer experience, not an afterthought. Integrating customer experience and logistics on a single platform can turn deliveries into a driver of business growth.”
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