Inside Digital Transformation: Where Logistics and E-commerce Leaders Go Wrong
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When enterprise companies plan a digital transformation, most expect complexity in the form of new technology and systems. But in many cases, the bigger challenge lies in enabling the teams that will use this technology.
Thierry Reginato, Chief Revenue Officer (CRO) for EMEA at Anchanto, shares his advice to companies investing in transformation projects – “Slow down. Align your teams. And never underestimate the tech adoption process.”
In a recent conversation with our CMO, Charles Py, Thierry shared many insights for success with digital transformation and intriguing trends across markets.
Insights for a Successful Digital Transformation
1. Digital Projects Need More Than a Plan and Purpose
Too many companies throw budget at software without defining why they’re doing it. It’s not just about having the tech. Success comes from user adoption—and that only happens if there’s purpose behind the transformation. So, if your teams cannot explain why they are implementing a new system, and how it will help them, you have already lost momentum.
2. Cross-Functional Chaos is Avoidable with Clarity
Digital transformation often involves IT, operations, strategy, sales, and leadership teams to get on board. That’s a lot of people involved with different targets and mindsets. To avoid decision bottlenecks and misalignment, Thierry recommends setting clear objectives, defined roles (RACI), C-level sponsorship, and realistic timelines. On top of this building a cross-functional squad that can own the transformation, not just report on it, will propel the digital transformation in the intended direction.
3. The Biggest Hidden Cost is Poor Adoption
You can spend millions on a system that technically works but if users do not adopt it properly, the project fails along with the operations conducted.
Thierry has seen customers revert to old systems simply because users could not adapt. That is why post-implementation support is not optional. It is essential. Your company must invest in enablement, not just integration of technology into the business
4. Digital Transformation Isn’t Uniform—Geography Matters
Thierry oversees Anchanto’s operations across multiple international markets, and the differences he’s observed are striking.
In the European regions the markets are mature, showcase strong local competition, and demand for technical superiority and integration partnerships.
On the other hand, in the Middle East, trust is personal. Success starts with face-to-face relationships and then grows through shared wins. In Saudi, he has never done a Zoom call. Client interactions are always in person. That’s because relationships drive results in this region.
5. AI in Logistics is in Its Early Days With Big Potential
AI already powers product listings, translations, and catalog optimization. But in logistics? We are just scratching the surface. But include areas with strong potential:
- Smart warehouse layout optimization
- Order picking and task assignment
- Inventory forecasting
- Predictive shipment management
Beyond Transformation: Trends and Shifts Reshaping E-commerce and Logistics
Digital transformation is only part of the story. To stay competitive, enterprises must also recognize the broader trends and shifts impacting the course of e-commerce and logistics. Here are some insights and recommendations from Thierry:
1. Consultants and Vendors Need to Act Like Partners
Thierry’s take on the consultants and vendors is refreshingly pragmatic.
Today, software vendors should help with integration and support.But when projects require broader change management or ERP integration, external consultants can be crucial.
From digital audits to project governance, the right partner can save months of internal debate.
2. The Sale Doesn’t End at Signature
As CRO, Thierry knows enterprise sales aren’t one-off deals. They’re long-term partnerships. The goal should not be to pitch features. It is to understand the customer’s pain and co-create a solution around it.
The Anchanto playbook suggests the following steps:
- Conducting deep discovery
- Acquiring local expertise
- Co-designing solutions with the customer
- Embedding sales and pre-sales teams locally
- Building trust over time and knowing it pays off in long-term growth.
3. Circular Economy Is No Longer a Niche
From Vinted to Back Market, Europe’s re-commerce boom is real. As a result, brands now need systems that can handle:
- Secondhand product lifecycles
- Quality grading
- Stock variation
Thierry even credits his daughter for showing him the power of platforms like Vinted. She’s been running her own mini logistics operation from home, as a young entrepreneur.
4. TikTok Commerce Is Here and It’s Changing Buyer Behavior
Anchanto has supported TikTok Shop since its early days in Southeast Asia, and now it’s landing in Europe and the Middle East.
In-app shopping creates instant conversions because product discovery and checkout are merged. There’s also no time to overthink purchases on these platforms, which results in impulsive purchases. Moreover, all customer data is already available on these platforms.
Buyers don’t even have time to ask: do I really need this? The buying process is fast, impulsive, and growing rapidly.
Final Word: Transformation Is Human, Not Just Digital
Having experienced various fields, Thierry has seen tech succeed and fail at different levels in different businesses. As a result, his biggest takeaway is not to just buying software but building alignment. Companies must focus on adoption and surround teams with the right structure.
Transformation will not come from a tool. It comes from how and why a business uses it.
Intrigued by the insights? Don’t miss the full podcast episode. It’s full of strategic approaches worth implementing during your tech refresh or digital transformation journey.
FAQs
1. What does digital transformation mean in the logistics and e-commerce industry?
Digital transformation refers to adopting new technologies, systems, and processes that modernize logistics and e-commerce operations. This can include warehouse automation, advanced order management, AI-driven forecasting, and tools that connect teams across functions to deliver faster, more efficient customer experiences.
2. How is digital transformation different from simple technology adoption?
Technology adoption is about using a new tool or software. Digital transformation goes further. It’s a complete shift in how a business operates, aligns its teams, and serves customers. In logistics and e-commerce, this could mean redesigning supply chain workflows, integrating cross-border operations, or enabling omnichannel fulfillment.
3. Why is digital transformation especially important for logistics and e-commerce companies?
Digital transformation is vital in these industries to ensure they run on speed, accuracy, and customer satisfaction. Digital transformation helps enterprises scale efficiently, reduce manual errors, gain real-time visibility into inventory and orders, and keep up with fast-changing buyer behaviors across channels.