World Mail and Express Europe recently took place in Tallinn, providing a platform to address significant challenges and present innovative solutions that will shape the future of the postal industry. 

WMX is a renowned series of international trade events designed for post and parcel professionals. It features keynote speeches, case studies, interactive discussions, and ample networking opportunities. Eurora was the hosting sponsor of WMX Europe in Tallinn, following previous involvement as a premium sponsor at WMX Asia and WMX Americas. 

Did you miss WMX Europe? We’ve compiled six key takeaways from the event that shed light on the latest developments within the postal industry! 


1. The postal industry takes the green leap

Postal delivery sustainability has taken center stage in the industry, driven by the surge in global trade and the growing demand for eco-consciousness among end customers. This was clearly reflected at WMX Tallinn, with many key speakers mentioning this important topic. In fact, according to DPD Estonia, 67% of regular online shoppers believe that brands and companies should prioritize environmental responsibility nowadays. 

“Common topics and challenges focused on ESG and customer satisfaction. We saw a lot on energy efficiency, PUDO (Pick Up, Drop Off) options, and green initiatives,” commented James Doyle, CEO Latam at Eurora, who was one of the key speakers at WMX Tallinn. 

Postal operators are actively working towards reducing their carbon emissions across the entire value chain, including transportation and delivery. Notably, multinational and exporting companies are also keen on providing carbon-free solutions for cross-border shipments. During the conference, the huge industry player DPDHL communicated to spend €7 billion on decarbonization measures by 2030. 


2. Customer experience is still a top priority

Customer experience remains a top priority and an ongoing challenge in the postal industry. From timely and accurate tracking updates to convenient delivery options, the industry strives to enhance customer satisfaction. We could witness during presentations that in light of increasing competition, everyone wants to get closer to customers with more regional warehouses and higher expectations for last-mile deliveries.  

“Post-pandemic, the consumer expectation on the end-to-end experience continues to increase. How companies are adapting to simplifying the supply chain and communicating is key to driving retention and growth,” said Chris Lentjes, CEO of North America at Eurora and key attendee at WMX. 

Omniva highlighted a key aspect of product differentiation during their presentation: giving customers control over shipping speed and the corresponding pricing. Customers desire the ability to choose their preferred delivery timeframe, whether it’s the same day, the next day, or a 7-day delivery service. 


3. AI is the key to supply chain optimization

AI is the game-changer for supply chain optimization, ushering in a revolutionary era in the industry. With the ability to process massive volumes of data, AI unlocks actionable insights and efficiently identifies risks and performance metrics to streamline the supply chain. Its impact is particularly significant in cross-border deliveries, where the regulatory environment is becoming simply too diverse and complicated for human teams to manage alone. 

“Technology is playing a crucial role in the supply chain for insights and simplifying processes to support the business and their customers,” commented Chris Lentjes. 

During the conference, Karl-Oskar Masing, Head of AI and Data Science at Eurora, showcased the practical benefits of leveraging AI for HS code allocation. Other speakers also showcased the potential of leveraging deep tech, generative AI, and large language models to enhance customs automation and ensure compliance.


4. Last-mile delivery under the spotlight

The surge in e-commerce has fueled a notable focus on improving last-mile delivery. Companies must stay attuned to the evolving landscape of last-mile delivery trends, adapt swiftly to changes, and prioritize enhancing the customer experience to maintain a competitive edge. However, it’s essential to address a significant challenge: according to ParcelSea, in Europe alone, approximately 750 million parcel deliveries to private homes still encounter failures annually. 

Eurora provides a white-labeled Duty & Tax collection solution designed to address this challenge, seamlessly integrating into logistics companies’ cross-border shipping flow. By streamlining the last-mile delivery journey, this solution simplifies the process for end customers. Additionally, companies like Starship have introduced autonomous robot devices capable of efficiently transporting groceries, hot food, and parcels over short distances, further enhancing the viability of last-mile delivery. 


5. Estonia is a start-up and innovation paradise

Tallinn, the host city of WMX Europe, pleasantly surprised the attendees who were unaware of Estonia’s potential. Estonia stands as one of the most advanced countries in terms of technology. With a thriving start-up ecosystem, Estonia boasts the highest number of unicorns per capita in Europe. Notable Estonian companies like Pipedrive, Skype, and Bolt have contributed to the vibrancy of the local start-up scene. Postal professionals can thus discover a wealth of partnership opportunities and innovative solutions within this dynamic environment. 

Eurora’s largest office is situated in Tallinn, and we have an Innovation & Research Center based in Tartu, Estonia. This center is dedicated to AI/ML research and the continuous enhancement of our platform. Our focus is twofold: expanding its functionality and ensuring its adaptability to swiftly incorporate any legislative changes pertaining to international trade, thus ensuring its long-term viability. 


6. Postal companies embrace collaborative approaches

The increasing intricacy of cross-border exchanges, coupled with the demand for faster and more convenient deliveries at the end-consumer level, has led postal companies to realize that they cannot shoulder the entire burden in-house. This has prompted them to seek out strategic partnerships to navigate challenges such as pre-data requirements with ICS2 in the EU. 

“What I did see was a lot of different players coming together outside of the auditorium to discuss how they can align their operations and services better to meet the needs of their customers. It is this kind of ethical and collaborative approach which seems to be developing nicely in the industry and will help shape the future supply chains we are developing now by enabling the logistics providers to work more effectively with each other and for their customers,” commented James Doyle.  


Final thoughts

Overall, WMX Europe delivered essential takeaways that empower postal operators to shape the future of the industry, ensuring sustainable and customer-centric solutions in a rapidly evolving landscape. “The energy is always high in the logistics field and events like WMX bring together leaders of the industry to listen, learn, and grow their business,” commented Chris Lentjes. 

Eurora is dedicated to supporting postal professionals in enhancing their international operations. We offer best-in-class compliance solutions that enable you to stay up-to-date with regulations such as ICS2 or ViDa, ensuring seamless compliance while providing an enhanced user experience. By leveraging our solutions, postal operators can effectively compete with commercial carriers, delivering exceptional service to their customers.