Modern Logistical Solutions in Polish E-Commerce: Economic Drivers and a Case Study Analysis

Purpose: The aim of this article is to analyze modern logistic solutions employed in e-commerce in Poland, using the Zalando platform as a case study, with a particular emphasis on their impact on customer service levels and the economic conditions underpinning industry growth. The analysis focuses on how logistic solutions influence cost-effectiveness, customer satisfaction, and the competitiveness of enterprises. Design/Methodology/Approach: The study employs secondary data analysis (desk research) and a diagnostic survey conducted via a structured questionnaire. The research involved 250 users of the Zalando platform. The analysis included an assessment of the cost-effectiveness of logistic solutions and their significance in the context of customer purchasing decisions. Findings: Logistics represents a strategic element of competitive advantage for e-commerce firms, and its modernization translates into greater operational efficiency and cost reduction—benefiting both companies and customers. Solutions such as automation, delivery personalization, and return process optimization not only enhance the shopping experience but also minimize transaction costs. The study revealed that a lack of customer awareness regarding the logistical backend may lead to undervaluation of solutions that substantially improve a company's economic efficiency. Companies should strive to develop transparent communication regarding the economic value of the logistic solutions implemented. Practical Implications: Optimized logistics in e-commerce has a direct impact on lowering operational costs and enhancing the profitability of the business. Improvements in customer service, automation, and the development of green logistics can serve as tools for enhancing customer experiences while also reducing costs. The implementation of such solutions fosters long-term growth in the economic value of enterprises. Originality/Value: This article combines empirical approaches with an analysis of the economic aspects of logistics in e-commerce, providing new insights into the cost-effectiveness of modern solutions and their influence on consumer behavior.