TECH & INNOVATION  /  E-COMMERCE

By Kawal Preet | First published: December 21, 2021    Updated: May 19, 2025

Keeping pace with customer demands in an increasingly digital world is a challenge for businesses. We share tips to help enhance SMEs' global competitiveness.

• The growing impact of digitalization is transforming supply chains, with businesses adopting emerging tech to streamline logistics.
• One key benefit is the transformation of the customer experience. Data-driven, digital-first operations are enabling small businesses to deliver exactly what customers want.
• From AI route mapping to digital customs solutions, tech trends in the logistics industry are evolving at speed.

Great customer experience has the same outcome as it did 200 years ago: it makes customers spend more and keep coming back. But with e-commerce, small businesses are constantly challenged to deliver outstanding customer experiences in new ways. That’s where the digitalization of logistics comes in – and it’s simpler than it sounds. 

So how can small innovations drive big wins? ‘Going digital’ is not something you just switch on. It’s a constant journey to refresh, update and invest in new tech as it comes to market. Understanding the customer and their needs can lead to simple, innovative ways to digitize for the better.

Make it easy – and intuitive

According to Salesforce, 80% of customers now consider the experience a company provides to be as important as its products and services. Customer experience begins with the initial brand or product discovery and purchase consideration, which can happen weeks or months before a purchase is finally made. It ends with successful delivery: receiving the product in perfect condition.

But what exactly are customers looking for in an online shopping experience? Businesses looking to bridge the customer experience gap need to focus on emerging trends, driven by AI and personalization. Here is a list of considerations to enhance the customer experience:

1. E-commerce platforms and an omnichannel presence

A secure, easy-to-navigate e-commerce site can make or break the customer experience. It needs to be more than just functional. Increasingly, e-commerce platforms are beautifully constructed and tell a powerful story – a story that begins, these days, on social media.

This means synergies must exist throughout your entire digital ecosystem. New trends in mobile-first buyer behavior and social commerce mean that consumers are starting and completing purchases on social media.

There’s no point crafting a strong brand identity on Instagram, TikTok or WeChat if the purchase touchpoints on your website or shopping platforms aren’t up to scratch.

2. Payment options that work for every customer

The same goes for payments. From e-wallets to versatile payment gateways that support all kinds of global payment methods, customers want to check out at the touch of a button using the method that suits them best. In many Asian markets, as well as in the US and Europe, ‘buy now, pay later’ installment schemes like Atome and Klarna are hugely popular.

3. Delivery matters

Fast, flawless delivery is the final piece of the puzzle. Customers expect ease, simplicity and convenience. This is where smart logistics can aid small business operations.

Automation tools can streamline delivery and distribution to drive efficiencies and profitability. You’ll achieve faster turnaround times, greater customer satisfaction and higher revenues.

For example, why not let your customers choose delivery on their own terms? After all, it’s not always possible to stay at home to receive orders. FedEx Delivery Manager customizes delivery to fit around busy lives, providing greater flexibility for customers.

When businesses ship with FedEx, shoppers in Asia Pacific markets such as Taiwan, Hong Kong, South Korea, Malaysia and Singapore can pick up eligible packages from the nearest collection point or locker to their home or workplace, and choose a preferred time and place. This is just one of the ways digitalization of logistics can improve last-mile delivery convenience.

Automation is now a major logistics trend for small businesses

For many small business owners, logistics and shipping can be complex and tedious, so they prefer to focus on other areas of the business. This is where an established logistics provider adds value for businesses and their customers. With expert help navigating paperwork and compliance requirements, SMEs save time in shipping and customs.

With digital solutions and customer experience converging, AI-powered digitalization of the supply chain is streamlining business operations and driving major efficiencies.

Consider trade documents – daunting for many. But an automated online solution can help. For instance, FedEx Electronic Trade Documents automates documents for customs clearance, allowing paperwork processing while the shipment is en route. This simple solution helps save time and minimize delays at customs, even for first-time international shippers.

Stacking up different types of tech is the real gamechanger. At FedEx, the integration of AI, robotics, and sensors is helping us optimize every single delivery, from large freight to small parcels.

For near-real-time tracking of shipments, AI can route trucks based on current road conditions. Autonomous vehicles can unload, stack and re-load containers faster. Blockchain shipping solutions can reduce transit times and accelerate payments.

Customer-centricity counts

Finally, when it comes to the digitalization of logistics and the supply chain, put yourself in your customers’ shoes. Adopting platforms and tools that integrate your shipping, taxes and customs from the start helps build customer trust.

Technology is making it even easier to understand and meet customer needs. Above all, every experience your customer has should be exceptional – especially if it’s their first time interacting with your business.

Think about technology as more than a tool to improve your business operations. By truly embracing digital innovation and keeping customers at the core of everything you do, global possibilities will be within your reach.