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ANALYST: How did the cost per delivery evolve between 2021 and 2023?

EXPERT: In 2021 we were at around 4.80 euros per delivery in urban zones. By the end of 2023 we had brought it down to 3.60. Most of that improvement came from densifying routes, not from cutting wages.

ANALYST: How much did warehouse automation contribute?

EXPERT: Less than people assume. We put automated sorting into two hubs, Madrid and Barcelona, and there we did notice something, but the rest of the network stayed manual until I left.

ANALYST: And driver turnover?

EXPERT: That was the real problem. Annual turnover above 60% in the early years. Every new driver takes about six weeks to reach full productivity, so turnover eats your margin from underneath.

ANALYST: Did you try anything specific?

EXPERT: We raised the variable pay tied to completed deliveries and we changed the morning shift. It dropped, but I cannot give you the exact number because it landed after my time.

ANALYST: How do you see the competition from the marketplaces own delivery operations?

EXPERT: That is the structural threat. They can operate at a loss for years because delivery is a customer acquisition cost for them, not a line of business.

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