When it comes to eCommerce, the last mile is often the hardest – and the most important. It’s the moment your customer’s experience becomes tangible, and it’s packed with opportunity and risk.
In our latest Add To Cart webinar, we brought together a stellar lineup of logistics and CX minds from THE ICONIC, DECJUBA, and Shippit to unpack what it really takes to deliver faster, smarter, and more profitably in 2025.
Here’s what we learned – and how you can put it into action.
1. Treat Fulfilment Like Product Design
“We think of logistics as part of the product experience.”
– Arti Shokeen, Senior Product Manager, THE ICONIC
THE ICONIC is known for its industry-leading fulfilment. But what you might not see is how closely logistics and product design are connected behind the scenes. Arti’s team looks at delivery flexibility, returns, and speed not as backend problems but as part of the core value proposition for customers.
✅ Recommended Action: Map your customer journey with logistics in mind. Where are the moments of friction – checkout, tracking, delivery, or returns?
2. Use Tech to Turn Stores into Fulfilment Powerhouses
“Ship-from-store is a beast—but it’s worth it.”
– Steve Crisapulli, GM of Technology, DECJUBA
DECJUBA rolled out ship-from-store to reduce delivery times and get closer to customers. It wasn’t easy—there were integrations, training, and process redesigns – but the payoff is huge. Faster delivery, better inventory utilisation, and happy customers.
✅ Recommended Action: If you have a store network, explore how it can support fulfilment. Start small, measure results, and scale gradually.
3. Don’t Assume Customers Want the Fastest Option
“Speed is great but relevance and transparency matter more.”
– Rob Hango-Zada, Co-CEO, Shippit
Shippit’s data shows that offering clear ETAs and reliable delivery windows matters more than just offering the fastest possible option. In fact, many shoppers will happily trade speed for certainty and control.
✅ Recommended Action: Review your checkout delivery options. Are you communicating timing clearly? Are you offering choice?
4. Free Shipping? It Depends.
“Free shipping isn’t always the answer. It has to work for the business and the customer.”
– Panel discussion
Everyone loves free shipping… until it eats into your margin. The panel debated when to offer it and how to be strategic – using it as a lever for conversion when it makes commercial sense.
✅ Recommended Action: Test free shipping thresholds, bundling, or loyalty-based free shipping. Don’t default – experiment.
5. Returns Can Be a Loyalty Builder
“Returns are a cost, but they’re also a trust-builder.”
– Arti Shokeen
THE ICONIC treats returns as part of the CX equation. Clear processes, easy tools, and fast refunds don’t just reduce frustration – they drive repeat purchase.
✅ Recommended Action: Audit your returns experience. Would you enjoy using it yourself? If not, it’s time for a rethink.
Want the full conversation?
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