Zalando and Omniva's Strategic Last-Mile Partnership: A Catalyst for E-Commerce Growth and Investment in the CEE Market

The Central and Eastern European (CEE) e-commerce landscape is undergoing a seismic shift, driven by the rapid digitization of retail and the emergence of innovative logistics partnerships. At the heart of this transformation lies the strategic alliance between Zalando, Europe's largest online fashion retailer, and Omniva, Estonia's state-owned logistics leader, which has redefined last-mile delivery in the Baltics. This collaboration, finalized in July 2025, is not merely a business agreement—it is a masterclass in how strategic partnerships can unlock efficiency, drive customer satisfaction, and open new investment horizons in the CEE market.

E-Commerce Growth in CEE: A Booming Landscape

The CEE region has become a hotbed for e-commerce expansion, fueled by rising internet penetration (now over 80% in countries like Estonia and Latvia), mobile adoption, and a growing appetite for convenience-driven shopping. According to market data, the CEE logistics sector is projected to grow by USD 48.4 billion between 2025 and 2029, with a compound annual growth rate (CAGR) of 3.4%. This growth is underpinned by e-commerce's increasing share of retail sales, which in some CEE countries now exceeds 20% of the market. The region's strategic location, proximity to Western Europe, and improving infrastructure make it a prime candidate for investment.

The Zalando-Omniva partnership exemplifies how e-commerce leaders are leveraging local logistics expertise to tap into this potential. By securing Omniva as its exclusive last-mile delivery partner in Estonia, Latvia, and Lithuania, Zalando has not only streamlined its operations but also set a benchmark for efficiency in the region. This partnership is expected to contribute significantly to Zalando's broader CEE strategy, which includes expanding its customer base and enhancing its logistics network.

The Zalando-Omniva Partnership: A Win-Win for Efficiency and Customer Experience

Omniva's role in the partnership is pivotal. The company's advanced parcel machine network, which spans over 1,500 locations in the Baltics, combined with its robust courier services, enables Zalando to offer same-day and Saturday deliveries—a rarity in the region until now. This has not only reduced delivery times but also addressed a critical pain point for e-commerce customers: the inconvenience of rigid delivery schedules. Additionally, the partnership introduced a label-less return system, which simplifies the return process and reduces operational costs for both companies.

For Zalando, the partnership aligns with its mission to deliver a locally relevant customer experience. By leveraging Omniva's high customer preference ratings in the Baltics, Zalando has enhanced its brand loyalty and positioned itself as a market leader. The collaboration also supports Zalando's expansion of its premium shopping club, Lounge by Zalando, into Estonia and Latvia, further deepening its customer engagement.

The financials tell a compelling story. Zalando reported a 7.9% revenue increase in Q1 2025, reaching €2.42 billion, while Omniva's brand visibility and market share have surged. The partnership is a testament to how strategic alignment between global e-commerce players and local logistics experts can create value for all stakeholders.

Strategic Implications and Investment Opportunities

The Zalando-Omniva collaboration is emblematic of a broader trend in the logistics sector: the shift toward localized, technology-driven partnerships. This model is particularly relevant in CEE, where cross-border trade and digital adoption are accelerating. Investors should take note of the following opportunities:

1. Logistics Infrastructure: The demand for advanced parcel machines, automated delivery systems, and AI-powered route optimization is surging. Companies that invest in these technologies, like Omniva, are well-positioned to capture market share.
2. E-Commerce Enablement Platforms: The partnership highlights the importance of platforms that integrate logistics, inventory management, and customer service. Zalando's ZEOS B2B platform, which operates across 12 European markets, is a prime example of how e-commerce infrastructure can be monetized.
3. Sustainable Logistics: The CEE market is increasingly prioritizing green logistics. Omniva's use of electric vehicles and energy-efficient warehouses aligns with this trend, offering investors a chance to support environmentally responsible growth.

For investors, the key takeaway is clear: the CEE logistics sector is not just a beneficiary of e-commerce growth—it is a driver of it. The Zalando-Omniva partnership demonstrates how strategic alliances can create scalable, profitable models that are attractive to both institutional and retail investors.

A Model for Future Growth

The success of the Zalando-Omniva partnership lies in its ability to address the unique challenges of the CEE market while leveraging global best practices. For Zalando, it's a strategic move to solidify its presence in a region with high growth potential. For Omniva, it's a leap into internationalization that validates the strength of state-owned enterprises in the digital economy. Together, they present a compelling case for investors to consider the CEE logistics sector as a high-conviction opportunity.

As the e-commerce landscape continues to evolve, partnerships like these will become increasingly critical. For those willing to invest in the infrastructure and innovation powering this transformation, the CEE market offers not just growth but a blueprint for future-proofing portfolios in an increasingly digital world.