Logistics is one of the sectors that produces the largest amount of data. Every shipment, order or kilometre travelled leaves a digital trail, generating a huge wealth of information. Yet much of this data remains fragmented in corporate silos, failing to generate the potential value it could offer if shared in an open ecosystem.
Massimo Marciani, President of the Freight Leaders Council, recently spoke on this issue, emphasising that data should not be considered a mere by-product of logistics activities, but a common good that, if shared, can generate concrete benefits. This is a paradigm shift that affects all players in the supply chain and becomes even more strategic when applied to the world of last-mile and out-of-home deliveries.
In this article, we analyse why data sharing is now a decisive factor for logistics, showing how data can be transformed from a simple digital trace into a real tool for efficiency, sustainability and competitiveness for eCommerce, couriers and logistics operators.
Why data sharing is crucial for the last mile
The last mile has always been the most complex and costly challenge in the logistics chain. According to the Capgemini Research Institute, 41% of total delivery costs are linked to this phase.
The difficulties are well known: urban traffic, time window management, emissions, failed deliveries. Added to this are customer expectations, which are increasingly oriented towards flexible, fast and sustainable solutions.
In this context, data becomes the key to transforming a critical link into a competitive advantage. Accurate and shared information allows for better route planning, reduced time and costs, anticipation of demand and increased process resilience.
Data sharing and Out Of Home deliveries
Lockers and collection points are now the undisputed protagonists of last-mile logistics. They are not just physical infrastructures that enable more convenient deliveries and returns for consumers, but real data hubs.
Every interaction with a collection point generates valuable information, from volumes to time slots of use, from customer preferences to the geographical distribution of demand. If this data remains isolated, its potential is lost. If, on the other hand, it is shared, it becomes a strategic tool for all stakeholders: e-commerce, couriers and logistics operators.
Concrete benefits for e-commerce and transporters
Sharing data from Out Of Home networks is a factor that can directly affect the operating margins of those who manage deliveries and those who sell online. Integrating and leveraging this information means having greater visibility into the entire process and, therefore, making more informed and timely decisions.
Among the most immediate and tangible benefits are:
- Reduction in failed deliveries: thanks to data analysis, it is possible to anticipate customer behaviour by identifying preferred time slots or collection habits. This allows for a drastic reduction in multiple home delivery attempts, one of the main causes of inefficiency and dissatisfaction.
- Optimisation of routes and loads: aggregated data allows for better planning of delivery rounds, avoiding unnecessary journeys and optimising vehicle filling. For operators, this means lower costs, fewer kilometres travelled and a positive impact on environmental sustainability thanks to reduced CO₂ emissions.
- Better experience for the end consumer: having accurate data means offering more flexible and reliable services: lockers available when needed, guaranteed delivery times, and the ability to manage returns without complications. All this translates into greater customer loyalty and a competitive advantage for e-commerce and transporters.
The role of technology platforms
In this scenario, technology is the real enabler of data sharing. Dedicated digital platforms connect different players in the logistics chain, transforming isolated information into shared and truly usable flows.
GEL Proximity is a concrete example of this evolution: the platform provides the largest European network of Out Of Home services, with over 300,000 lockers and collection points dedicated to eCommerce deliveries and returns. Through a simple and flexible integration system – which includes APIs, plug-ins and customised solutions – operators can immediately connect their sales channels and logistics systems, accessing a ready-to-use, widespread network.
But the real value is not limited to access to the physical network: it lies above all in the insights generated by the data. Flow analysis makes it possible to improve planning, optimise urban distribution, reduce costs and contribute to more sustainable logistics.
However, the strategic role of data in urban deliveries is not new: when discussing Big Data and TMS, it had already become clear that technological integration can transform the last mile into a more efficient process.
From data to logistics agreement: building value together
From collection to exploitation, the common thread is clear: data only becomes a strategic asset when it is shared. It is therefore not enough to collect and store it within individual companies; a cultural change is needed to consider it a common asset, capable of generating widespread value throughout the supply chain.
In logistics, this means building a real data-based agreement that links production, transport and distribution. A collaborative ecosystem in which each player retains ownership of their own information but chooses to make it available to fuel faster, more accurate and more resilient decision-making processes. The future of the last mile will increasingly depend on the ability to build trust around information sharing. This challenge is not only about technology, but above all about the model of cooperation between supply chain players.
Data is already the ‘lifeblood’ of logistics: sharing it means creating a more efficient, sustainable and innovative system. For e-commerce, couriers and logistics operators, the challenge is to transform data from a simple operational tool into a strategic lever for competitiveness.
In this process, platforms such as GEL Proximity represent a concrete opportunity: by integrating a widespread network of lockers and collection points and leveraging the data it generates, they enable the optimisation of the last mile and improve the customer experience.
If you are an e-commerce business, logistics operator or carrier, find out how to integrate GEL Proximity into your systems and evolve your delivery model towards a truly data-driven future. Contact our team now!
