Interview #GLSXperience

Miravia’s success story is one of rapid success in Spain.

Tell us a little more: how have you achieved such a fast implementation?

There has been an enormous amount of work behind the launch (December 2022), with many weeks and months of intense prior work. Of course, the launch is just the beginning, and from there, we’ve worked hard to improve our processes and systems every day, scaling the platform until we became a relevant player in the Spanish online market.

The trust we have had from brands, sellers, and buyers from the beginning is what has allowed us to compete in the market, where we are currently proud to have more than 17 million products in our catalog and over 10,000 brands and sellers trusting us, of which more than 800 have their own stores.

One of the reasons for our success is our value proposition, being not only a marketplace but also a digital entertainment destination, where users, in addition to buying products, can access spaces to discover trends and inspiration.

We also offer a different value proposition for brands and sellers, who, in addition to selling, can open their own stores, allowing them to work on their brand image with full autonomy.

• How has having GLS as a shipping partner helped with this implementation?

Having GLS from the beginning has been decisive in being able to scale the business with sufficient guarantees. GLS’s business model helps us maintain the necessary reach and proximity at all times to reach every seller and buyer, no matter their location or needs.

Additionally, having such a flexible partner has been incredibly helpful in developing products and services together that improve the experience for both sellers and buyers on the platform when it comes to shipping and delivery.

• As a marketplace, you work with many brands, each with different shipping needs. How do you adapt to this situation, and how has GLS collaborated with you?

Given the wide variety of product categories, we have very different logistics needs for each brand or seller, even with bespoke processes for some vendors. However, the demand for excellence is always high, no matter the situation or specific circumstances. This is why we need logistics partners who can provide us with the flexibility to face challenges and ensure that the experience is always appropriate, no matter the nature of the goods or the environment. GLS has always demonstrated these values of excellence, and we are proud to have grown together on this journey.

• In your case, the first mile is crucial due to the various sellers associated with your marketplace. What do you require from a shipping company in the first mile?

I must say that, from my point of view, the first mile is the least technologically developed part of the shipping industry in Spain. However, the impact on customer satisfaction in the online marketplace business is enormous.

We work with our partners to improve the digitalization of the first mile with the goal of offering a high-quality experience to the seller and ensuring the full traceability of each order, from the moment a buyer makes a purchase until the order is delivered.

• The quality of deliveries is a top priority for GLS. Are you satisfied with the quality provided?

Online consumers’ expectations are increasingly demanding when it comes to speed and quality of delivery, so we are aware that we need to work with the right partners to meet these demands and scale our business in such a competitive market.

GLS has always been a partner with whom we share objectives of excellence, to grow together while prioritizing the idea of offering the best possible quality of service to the customer.

• Miravia is also known for its attractive sales periods. During these high-volume periods, has GLS responded as you expected?

As you mentioned, there are times of the year when sales volumes—and therefore shipments—are higher. Being able to rely on partners who cooperate in the planning and preparation of these campaigns, and who have the flexibility to handle increases in demand without affecting the quality of the contracted service, is something we especially value at Miravia.

The preparation for the “Black Friday” and Christmas campaigns practically begins in September, during which we work together to be as well-prepared as possible to face the highest demand season of the year.

• Since Miravia offers a purely digital shopping experience, is it important for you that users have an advanced digital experience when receiving their packages with GLS?

We always support a digital ecosystem that spans from our sellers to our customers, and of course, our logistics partners. Being able to count on sufficient digitalization in operations is very important because it enables the desired delivery experience, allowing consumers to interact simply and effectively with us and the logistics partner, enhancing their satisfaction with their Miravia shopping experience.

• We know that returns are a crucial part of the purchase decision. Does having a partner like GLS help with managing reverse logistics?

Returns in e-commerce are clearly a differentiator and a competitive factor in the market. Having an extensive network of Parcel Shops, like GLS’s, is crucial for managing reverse logistics, controlling the efficiency and sustainability of the service, while ensuring the user has a correct experience.

• We are aware that Miravia’s customers always seek flexibility when receiving their shipments. Do you think GLS’s network of more than 5,300 Parcel Shop points across Spain facilitates this experience for your customers?

Absolutely, at Miravia, we are also committed to “out of home” deliveries to provide that added value of flexibility and convenience, while reducing carbon emissions in last-mile logistics and contributing to environmental sustainability.

Furthermore, as mentioned earlier, having this network of convenient points is essential for efficiently managing reverse logistics on our platform.

• At GLS, we aim to achieve net-zero emissions for Scope 1, 2, and 3 by 2045*. For Miravia, is it important to work with partners who have this sustainable commitment?

For Miravia and our group, it is fundamental to support not only our sellers and buyers but also communities and the environment. Therefore, having partners with such ambitious environmental commitments and strategies is an obligation we must address. We consider GLS’s commitment to climate neutrality goals to be a significant added value, supporting us in carrying out our ESG and environmental sustainability strategies.

*GLS’s ambition to achieve zero emissions by 2045 means reducing 90% of its Scope 1, 2, and 3 CO2e emissions by 2045, while offsetting the remaining 10% of residual emissions through investment in certified climate protection projects. A roadmap will be developed to achieve this reduction (including setting provisional carbon reduction targets), and in December 2023, GLS committed to establishing targets in line with the SBTi. GLS expects to complete the SBTi submission and approval process during the 2024-25 fiscal year.