Lastmily · Industries · B2C delivery
B2C delivery
Every door is a brand moment, and the first attempt is the only cheap one.
E-commerce and home delivery, couriers, postal services, bulk home cargo and omnichannel retail – where the delivery is the last thing the customer remembers.
The economics
Everything in B2C is downstream of the first attempt.
A second visit costs a full delivery and earns nothing. It also costs a phone call, a refund risk and a customer who tells other people.
The chain is brutally simple. A stop is planned into a window the recipient cannot make. Nobody is home. The driver leaves. The parcel comes back. Someone rings. A second round is built. The shipper is charged once and served twice.
Most attempts to fix this happen at the wrong end: more notifications about an arrival time nobody can act on, or a cheaper second attempt.
The fix is upstream. Plan against the window this door actually opens in, tell the recipient before they ask, let them move it from a phone, and offer a locker when the door is the wrong answer.
Everything on this page is a variation on that one sentence.
84 → 90%
first-attempt success rate
modelled on a 7,000-stop day
−19%
failed deliveries
comparable implementations; −9% at Public
−35%
inbound calls – proactive notifications and self-service
comparable implementations
≈35%
typical route adherence in B2C
industry baseline, not a Lastmily result
Lastmily · B2C delivery
The round
Six steps, one record.
Plan, assign, execute – your own vans and the carriers you buy from on the same line.
Shopify · API · ERP · WMS · XLS
five models, from single driver to preference‑based
your vans, your drivers
carriers and partners you buy from
stops grouped by entrance and floor · scan · PoD · COD
branded tracking · notifications · change it from a phone · rating
BOX NOW and Clever Point integrated end to end
The apps, where they actually run
Scroll the line sideways to follow the round →
The apps, where they actually run
Shopify · API · ERP · WMS · XLS
five models, from single driver to preference‑based
your vans, your drivers
carriers and partners you buy from
stops grouped by entrance and floor · scan · PoD · COD
branded tracking · notifications · change it from a phone · rating
BOX NOW and Clever Point integrated end to end
- Dispatcherimport · route · assign · re-plan during the day
- Driver appnavigation · scan · PoD photo, signature, PIN · COD, Soft PoS, NFC
- Experience layerbranded tracking · proactive notifications · redirect · NPS
- Networks & PUDOlockers, pick-up points, carrier selection
- Control towerone event log · live map · ETA · KPIs · alerts
The round
Five routing models, one engine. Dynamic regions drawn from your own delivery history – coherent, stable, and the ones drivers actually follow.
The recipient
Branded tracking, proactive notifications, the chance to change it from a phone, and a rating at the end – on your shipper’s brand, not yours.
The overflow
Peak, remote areas and out-of-hours handled by carriers chosen by rule, measured on the same lane performance that chose them.
Lastmily · B2C delivery
Execution
The day as it happens, not as it was planned.
Peak is when B2C operations discover which parts of their process were actually people. The live map, the driver rail and the alerts exist so that the answer to a bad hour is a re-plan, not a phone tree.
Around twenty seconds to solve 700 stops is what makes that possible: a dispatcher will try several versions before committing.
Almost no training, areas drivers recognise, and corrections at the door that feed back into the model. Adherence is a KPI here, not a hope.
A locker or a PUDO point is often the better first attempt for a recipient who already collects that way.
Cash, Soft PoS and NFC reconciled back to the shipment – and flagged the same day when they are not.
Lastmily · B2C delivery
Public
Greece’s largest electronics retailer.
Measured after routing, live tracking and the branded post-purchase layer went live. Every figure carries the label it was measured under.
−9%
failed deliveries
operational, directly attributable
−2.2 pts
returns rate
shipper-reported, no control group; ≈28% relative
+8 pts
brand NPS
shipper-reported, no control group
+19%
second purchase from new customers
shipper-reported, no control group
The round, filmed
Two of the ten films, on a B2C round.
The whole set is on the routing page. These two are the ones this segment lives on: the hour a door actually opens, and how the round is walked once the van has parked.
Thirteen records, one window
Every delivery at that address left data behind. The records fall away one by one and the window that actually works resolves out of what is left – which is the difference between a first attempt and a second visit.
Park once, walk the doors
Most doors on a dense B2C round are walkable from a parking spot the driver already uses. Eleven parking stops for the whole round, and the longest walk on it is forty-six metres.
Every film on this page is a solved round, not a drawing. The kilometres and the times are modelled from the geometry on screen – they are what these rounds cost, not a result measured in your operation. From the Parcel+Post Expo 2026 keynote at the Last Mile Hub, ExCeL London.
A second case
A courier, on the same platform.
A different operation and a different measurement – these sit outside the Public figures above, and the only provenance we can give them is the courier that reported them.
Millions
monthly shipments
platform-measured, across the customer base
≈0%
logo churn
platform-measured, to date
Top 10
Global Routing Startup
StartUs Insights · 2025
Top 5
Most Promising EU Logistics Startups
Leaders in Logistics · 2024
Awarded
Most Disruptive Company in Supply Chain, Greece
Thales the Milesian Business Awards
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