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Differentiating Home Delivery: The Gen Z Factor

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Differentiating Home Delivery: The Gen Z Factor

The pandemic-era ecommerce boom that once supercharged online sales is losing steam. In 2020, U.S. ecommerce sales skyrocketed to around 35%, compressing a decade’s worth of growth into a single year. Fast forward to 2025, and the pace has significantly slowed, with projected annual growth hovering around 6%—a stark contrast to the pandemic peak of 18–20%. Although U.S. retail spending grew by 1.7% in March as consumers anticipated new tariffs, momentum quickly fizzled. April saw a meager 0.1% increase, highlighting a broader slowdown in consumer confidence amid economic uncertainty and rising costs.

Complicating matters, e-commerce retailers—particularly those heavily reliant on imports from China—are feeling the pressure from higher costs of goods sold (COGS). New tariffs and the removal of the de minimis exemption are tightening margins, while geopolitical instability and persistent supply chain disruptions are creating additional fulfillment challenges. Despite these headwinds, there’s a glimmer of hope for retailers and their delivery partners: the next generation of consumers.

The Youth Advantage

Retailers have a strategic growth opportunity in younger consumers—namely, Gen Z and younger Millennials aged 18–35. These digital natives are steeped in the online shopping experience and are expected to account for nearly 20% of global spending by 2030. According Descartes’ 2025 study How Smarter Delivery Wins Younger Consumers as Online Buying Slows, this age group has driven the most growth in ecommerce over the past year. While 18% of all consumers reported cutting back on spending, 43% of under-35s actually increased their online purchases. Furthermore, 44% of this group now buys online at least every two weeks, up from 33% in 2024.

Great Expectations

This cohort doesn’t just buy more—they also expect more. Under-35 consumers bring high expectations to the online shopping and delivery experience. Key priorities include delivery cost (71%), security (77%), and robust tracking (72%). Like older shoppers, they want timely deliveries in good condition and with straightforward return processes. Another factor that sets them apart is a heightened focus on sustainable delivery. While only 9% of all respondents cite environmentally unfriendly deliveries as a major concern, 40% of under-35s want sustainable delivery options—compared to just 23% of those over 65.

Delivery Disconnect

Despite improvements in fulfillment, many e-commerce businesses still struggle to meet younger consumers’ standards. The Descartes study reveals persistent dissatisfaction among this demographic. Only 11% of under-35s are consistently satisfied with their delivery experience—half the satisfaction level of over-65s. Alarmingly, 79% of under-35s experienced at least one delivery issue in three months, compared to 66% of all consumers and just 53% of over-65s.

Common issues include late or failed deliveries, damaged goods, and packages left in unsecured locations—all of which last mile software solutions can help address. These issues not only undermine the customer experience, they also erode brand trust, spike customer acquisition costs, and jeopardize long-term profitability.

Consequences of Mediocre Delivery

The impact of poor delivery experiences is especially severe with younger shoppers, who are more likely to retaliate. While 21% of under-35s reported they stopped purchasing from a retailer after a poor delivery experience, 79% said they took some form of action. This includes warning friends and family (20%) or airing grievances on social media (15%). By comparison, only 7% and 6% of over-65s, respectively, engaged in these behaviors. In today’s digital-first world, such actions can significantly damage brand reputation and future revenue.

Tailoring Delivery for Loyalty and Growth

For retailers, the message is clear: improving the delivery experience is essential, and the under-35 demographic represents both a challenge and a lifeline. By leveraging leading last-mile home delivery technology, companies are better equipped to provide younger consumers with delivery flexibility, reliability, and personalization. Many under-35s are less concerned with speed and more focused on cost (28%), precise delivery windows (18%), or sustainability (14%). Retailers that can accommodate these preferences—offering low-cost, reliably timed, or eco-friendly deliveries—will stand out. By tailoring delivery services to meet the expectations of these consumers, ecommerce businesses can build stronger brand loyalty, reduce churn, and enhance customer lifetime value—ultimately turning a slowing market into an opportunity for competitive advantage.

By Johannes Panzer, Head of Global Ecommerce Marketing at Descartes

The post Differentiating Home Delivery: The Gen Z Factor appeared first on Logistics Viewpoints.

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Logistics Is Becoming an Operating System

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A logistics network can have a capable transportation management system, a capable warehouse management system, strong carriers, modern automation, and experienced people and still perform poorly. The problem is not necessarily any individual component. It is often the spaces between them.

A transportation plan changes, but the warehouse does not see the effect soon enough. A late inbound shipment changes inventory availability, but the downstream fulfillment plan continues as if nothing happened. A warehouse completes an outbound wave, but carrier capacity is no longer aligned with the original plan. An exception is visible in one application while the people or systems able to resolve it are working somewhere else.

For years, logistics technology has been built primarily around functions. TMS manages transportation. WMS manages warehouse activity. YMS manages the yard. OMS manages orders. Visibility platforms monitor movement. Automation systems control physical equipment. Each solves a legitimate problem.

But modern logistics is increasingly exposing the limits of treating those functions as independent operating islands. Logistics is beginning to behave more like an operating system.

From Functions to a Connected Execution System

Calling logistics an operating system does not mean that one new software platform will replace every existing application. The opposite is more likely. Specialized execution systems will remain important because transportation, warehousing, fulfillment, yard operations, and global trade are different disciplines with different constraints.

The change is in how those systems interact.

A modern logistics operation increasingly needs to sense what is happening across the physical network, understand the operational significance of those events, decide what should change, execute the response, and learn from the outcome. That creates a recurring loop: sense, understand, decide, execute, learn.

The faster and more reliably that loop operates, the more responsive the logistics network becomes.

The Physical Layer Still Comes First

Logistics remains a physical business. Trucks, trailers, containers, warehouses, dock doors, conveyors, forklifts, robots, roads, ports, and people ultimately determine whether goods move.

That matters because digital transformation language can obscure a basic reality: software cannot create a dock door that does not exist, unload a trailer without labor or automation, or make a congested port uncongested. Physical constraints remain real.

What software can do is make those constraints more observable and help the operation use available capacity more intelligently. A trailer location becomes an event. A dock becomes a schedulable resource. A robot becomes a continuously monitored asset. A predicted arrival becomes an input to labor planning. Physical logistics begins to produce a digital state that other systems can interpret.

The Execution Layer

Above the physical layer sit the systems that direct work. TMS determines how freight should move. WMS directs warehouse tasks. YMS coordinates trailers and yard resources. OMS helps manage order execution. Warehouse execution and control systems coordinate increasingly complex automation.

These systems are not disappearing. They are becoming components of a larger execution architecture.

The important question is increasingly not whether a company has a TMS or WMS. It is whether the decisions made in one execution domain can influence another domain quickly enough to improve the overall result.

The Observation Layer

Logistics cannot coordinate what it cannot see. Telematics, IoT devices, RFID, computer vision, carrier feeds, warehouse events, geofencing, and visibility platforms are expanding the amount of machine-readable information available about physical operations.

But more data does not automatically create better logistics. An organization can drown in events just as easily as it once suffered from too little visibility. The observation layer becomes valuable when it distinguishes meaningful changes from routine noise and connects those changes to the decisions they affect.

The Intelligence Layer

This is where optimization, analytics, simulation, digital twins, machine learning, and generative AI begin to matter.

The role of intelligence is not simply to describe the network. It is to interpret what the observed state means. Which late shipment matters? Which warehouse constraint will propagate downstream? Which route change protects service at an acceptable cost? Which exception can be handled automatically and which requires human judgment?

AI expands the range of information that can be interpreted and the number of routine decisions that software can support. But intelligence without connection to execution risks becoming another dashboard. The real value comes when analysis shortens the distance between an event and an effective response.

The Orchestration Problem

This is the emerging center of the architecture.

Logistics has spent decades improving individual systems. The next problem is coordinating decisions across them. A transportation event may require a warehouse response. A warehouse constraint may require a carrier response. A customs issue may change an inventory commitment. A labor shortage may change a fulfillment sequence.

No individual execution system necessarily owns the entire decision.

That is why orchestration, exception management, control layers, and agentic workflows are becoming more important. They address the decision space between established systems.

The Economics Are About More Than Automation

The business case for this architecture is often framed as labor reduction or automation. That is too narrow.

A connected logistics operating system can affect freight cost, warehouse throughput, asset utilization, inventory exposure, service, detention, labor productivity, and resilience. It can also reduce something that is harder to see on a financial statement: decision latency.

When an exception waits thirty minutes, three hours, or a day for the right person to notice it, understand it, and authorize a response, physical capacity can sit idle while service deteriorates. Faster decision cycles can therefore create operational value even when the underlying number of trucks, doors, or workers does not change.

The Architecture Is the Strategy

The most important logistics technology question is shifting. It is no longer simply, “Which system should we buy?” It is increasingly, “How will our systems, data, assets, and people operate together?”

That does not require a grand replacement program. In many organizations, the more practical path will be incremental: improve event quality, connect execution systems, establish clearer decision rights, automate bounded workflows, and measure whether exceptions are being resolved faster and with better outcomes.

The winners will not necessarily have the most technology. They will have the architecture that converts physical state into effective action with the least friction.

That is the central argument of this series. Logistics is becoming a connected physical and digital execution system. Transportation, warehousing, visibility, automation, data, and AI are not separate transformation stories. They are layers of the same emerging architecture.

And that immediately exposes one of the oldest organizational boundaries in logistics: the divide between transportation and the warehouse.

Related Logistics Viewpoints research

The New Architecture of Logistics
Systems Engineering in Logistics
2026 Supply Chain Decision Intelligence Market Map
The Supply Chain Operating Model After AI

Request The New Architecture of Logistics Client Edition

If your organization is assessing connected execution, orchestration, AI, observability, decision velocity, or selective autonomy, I would be glad to provide the complete client edition and discuss the implications for your logistics operating model and technology architecture.

Request the client edition

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Product Tour: Rate & Quote Ocean

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Transform Your Ocean Rate Quoting Process

Join us for an exclusive product tour of Freightos for Forwarders Rate & Quote Ocean, a solution that brings the speed and efficiency of digital quoting to ocean freight.

Rate & Quote Ocean lets you compare routes by transit time and price, view all carrier surcharges upfront, and build accurate quotes in minutes—all within the same ecosystem you might already use for air freight.

What We’ll Cover in 30 Minutes:

Live Demo of Rate & Quote Ocean: See how the platform lets you search contracts and dynamic spot rates in one click, view carrier surcharges upfront, and build accurate LCL/FCL quotes in seconds.
Q&A: Get your questions answered directly by our product team in a live Q&A session.

The post Product Tour: Rate & Quote Ocean appeared first on Freightos.

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Product Tour: Rate & Quote Ocean

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Transform Your Ocean Rate Quoting Process

Join us for an exclusive product tour of Freightos for Forwarders Rate & Quote Ocean, a solution that brings the speed and efficiency of digital quoting to ocean freight.

Rate & Quote Ocean lets you compare routes by transit time and price, view all carrier surcharges upfront, and build accurate quotes in minutes—all within the same ecosystem you might already use for air freight.

What We’ll Cover in 30 Minutes:

Live Demo of Rate & Quote Ocean: See how the platform lets you search contracts and dynamic spot rates in one click, view carrier surcharges upfront, and build accurate LCL/FCL quotes in seconds.
Q&A: Get your questions answered directly by our product team in a live Q&A session.

The post Product Tour: Rate & Quote Ocean appeared first on Freightos.

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