Win in the e-commerce market by offering segment-specific customer value propositions

In 2024, the Benelux e-commerce market remained resilient, supported by strong economies and robust infrastructure. However, parcel volumes were impacted by macroeconomic factors, including rising costs and market overcapacity, a tight labour market, evolving consumer behaviour, and greater client concentration. Despite these challenges, we focused on delivering value to customers, supporting growth through tailored tools for small businesses and seamless fulfilment solutions for e-tailers.

Internationally, volumes from international customers, predominantly large Asia-based web shops, grew strongly. CBS continues to strengthen its European network, optimise operations, and expand fulfilment capabilities to unlock growth opportunities and enhance supply chain coordination. Spring, our global e-commerce solutions provider, saw significant growth from increased Asian volumes. We are closely monitoring regulatory changes in Europe to ensure we continue delivering optimal solutions for global customers.

Enhancing customer journeys

As well as improving the consumer journey (see earlier story), in 2024 we redesigned and rebuilt a number of our key customer journeys to enhance the customer experience and reduce costs. This resulted in:

• The 'I become a customer' journey was improved to reduce customer effort by 25%, boosting conversion from 6% to 17% and increasing NPS by 12 points
• The 'I get updated' journey was revamped to offer better insights to customers, resulting in an NPS increase of 12 points
• The 'I get help' journey was redesigned to reduce the volume of customer calls, further streamlining the experience.

Helping SMEs realise their full potential

Within e-commerce, small and medium-sized enterprises (SMEs) are often niche players that are aiming for rapid growth and international expansion. In 2024, we began developing a distinct, SME-centric offering. Our strategy prioritises a direct approach, leveraging PostNL’s core logistics products, fortified by digital solutions tailored for SME growth. This includes new acquisition-focused SME web pages, sector-specific landing pages, and a freemium model to cater to various business needs.

Simplified customer journey

To make it easier to become a PostNL customer, we have enhanced our onboarding experience, introducing a one-day onboarding process and creating tutorial videos to facilitate self-service. With initiatives like a soft-launched business app and a dedicated plug-in strategy for webshop software, we are building a seamless experience that aligns with SMEs’ digital transformation. Additionally, we have launched a dedicated Full Funnel Marketing (FFM) team, bringing together cross-functional expertise to optimise end-to-end conversion and create a customer-centric experience that resonates with SMEs at every stage of their journey.

Full suite of tools

We also offer SMEs advanced returns management, transparent tracking, and flexible delivery options, including delivery day choice, parcel collection points, and personal dashboards. Other tools, such as address validation in the Benelux, ‘Bekend bij PostNL’, a trustworthiness solution for webshops to reduce fraud by displaying our logistic data as proof, direct customer feedback, and Track & Trace, help SMEs streamline their logistics while ensuring their own customers are satisfied. Going forward, we aim to empower SMEs to thrive, helping them realise their full potential.

Helping large customers realise their full potential

In 2024, we continued to work to develop propositions for our large customers. We provide a comprehensive, single-stop solution that ensures every delivery is handled with care and professionalism, while our network of retail points, parcel lockers, and extensive cross-border reach, including Belgium, enables seamless access to delivery and return services. Throughout the year, we focused on the following areas:

Enhanced visibility and control

We keep customers informed every step of the way. Real-time tracking, digital 'not-at-home' notifications, and time-slot selection ensure transparency from check-out to delivery, while linked return labels offer clear updates on return shipments.

Simplified customer care and returns

Returns are fast and efficient, with instant access to services and specialised recycling codes for small electronics. Businesses benefit from our easy-to-use returns dashboard, offering clear insights into returned parcels. Responsive customer support, including direct chats with delivery personnel, ensures satisfaction with a swift 2-hour response time.

Seamless integration

We offer seamless integration with e-commerce platforms. Custom delivery preferences and our address validation checker make for a smooth process, while our platform-independent approach ensures compatibility with any customer platform, enhancing operational flexibility.

Data-driven smarter insights

We empower business customers with actionable insights through data-driven tools. By analysing NPS drivers at each touchpoint, we pinpoint satisfaction influences and foster loyalty. Workshops, chain analyses, and tailored NPS reporting help businesses refine strategies, aligning internal processes with customer expectations.

The growth of letterbox packages

In 2024, the popularity of our letterbox packages continued to grow, driven by a number of benefits for both business customers and consumers. Letterbox packages can conveniently fit through a standard letterbox, streamlining delivery and enhancing customer and consumer convenience.

For webshops and e-tailers, letterbox packages reduce shipping expenses by cutting packaging size. At the same time, less packaging means less waste, which aligns with our sustainability agenda and supports our customers’ efforts to reduce their own packaging footprint. Additionally, customers, such as e-tailers, can benefit from delivery with track & trace, providing greater visibility and reliability in the delivery process. This enhances the overall customer experience while ensuring efficient and transparent logistics.

For consumers, delivery through the letterbox is particularly convenient, enabling first-time delivery. This eliminates the need to rearrange deliveries or visit collection points. This not only improves customer and consumer satisfaction but also increases the likelihood of repeat purchases. Throughout the year, the number of e-tailers and retail sectors using letterbox packages increased, from those sending books to flower retailers.

Cross Border Solutions

In 2024, Cross Border Solutions (CBS) saw strong growth in parcel volumes into Europe from platforms in Asia, with over 20% of our total parcel volume originating from abroad and delivered within the Netherlands and Belgium. Throughout the year, we focused on adapting to what is a fast-changing market, strengthening our position in itemised logistics, which is primarily B2C volumes, and strengthening our export propositions. To achieve this, we concentrated on a number of key strategic areas:

• Market growth and digital transformation
  We are refining our network to offer seamless tracking and stronger market presence through targeted marketing and lead management. Our investment in digital development is helping us enhance customer interactions, supported by a competitive, market-based pricing strategy to protect revenue.

• Operational and customer-centric growth
  By pursuing new business through e-platforms and broadening our customer base, we are focusing on stable growth in the Netherlands, into Belgium, and across the EU. Spring, our global e-commerce solutions provider, is scaling up fulfilment capabilities in Europe, particularly for large customers, targeting increased trade volume (more information on CBS and fulfilment can be found in the How we create value chapter earlier in this report).

• Customer service excellence
  We are investing in data and tracking systems to reinforce our supply chain transparency, ensuring a seamless experience for customers, especially in high-demand regions, such as Asia and Europe.

• Sustainability
  We focus on sustainability through innovations such as HVO100 fuel and circular pallet boxes, which help reduce emissions and encourage circular practices. During the year, we purchased HVO100 fuel for use across our network, blending it into the European diesel network. Our commitment extends to maintaining high social standards, ensuring a safe and supportive space for employees and partners alike. More information on our use of HVO100 fuel can be found in the Climate change section of the Environmental value chapter.

• Adapting to regulatory changes
  On an international scale, Asian platforms continue to drive volume growth. However, the anticipated implementation of the EU Customs Reform Act in 2028 may alter market dynamics, potentially reducing volumes from outside the EU while stimulating intra-EU e-commerce. We are well prepared to leverage our European network to respond to these changes.

Streamlining Logistic Solutions

In 2024, we implemented a series of strategic adjustments within Logistics Solutions, sharpening our focus on two specialised areas: health & secure and night distribution. These areas operate in niche segments distinct from our core e-commerce focus, yet remain integral to our broader strategy of service diversification and targeted sector engagement.

Health & secure

The health & secure unit—comprising Pharma & Care, Mikropakket, and PostNL Express—specialises in providing conditioned logistics solutions, high-value item transportation, and time-sensitive deliveries. This unit primarily serves business-to-business (B2B) clients across healthcare, retail, and public sector markets. These services include regulated and secure logistics for temperature-sensitive pharmaceuticals, critical healthcare supplies, and other high-value goods requiring careful handling and timely distribution. The emphasis on reliability and precision underpins our commitment to meeting stringent quality standards for B2B customers in these specialised sectors.

Night distribution

Our PS Nachtdistributie (night distribution) service focuses on overnight logistics within the Benelux region, enabling customers to streamline operations by ensuring that essential goods arrive before the start of each working day. Serving key sectors, including optical and audiology chains, dental industries, and the installation market, our night distribution model offers guaranteed delivery before 7:00 a.m., enabling businesses to start their daily operations efficiently. This model is particularly valued by retail and installation customers who depend on early-morning availability to meet demand.

These strategic refinements underscore our operational focus and adaptability in the face of dynamic market conditions. By leveraging synergies within our e-commerce network, we are uniquely positioned to enhance efficiency and deliver value, both operationally and commercially. This integrated approach highlights our dedication to providing reliable, high-quality services, designed to meet the specific and evolving needs of our customers, offering them commercial advantages while fostering deeper collaboration across our networks.