Onway's Experience at the Berlin Expo: An Interview with Tamar Gogolashvili

On February 17–18, within the framework of the E-commerce Berlin Expo, one of Europe’s most significant events was held in Berlin, bringing together leading companies and experts from the fields of e-commerce, logistics, and technology.

Special attention at the expo was given to areas such as fulfillment and 3PL services, automation of delivery processes, new standards for secure packaging, integration with ERP and PIM systems, optimization of return processes, and the development of international logistics networks. According to participating companies, in the context of the rapid growth of e-commerce, logistics is no longer merely an operational process - it is becoming one of the key factors shaping the overall customer experience.

The event was attended by the Founder and Director of Onway, Tamar Gogolashvili. The eCommerce Association - Georgia spoke with her about the trends highlighted at the expo and how the Georgian logistics market is responding to these changes:

• How would you assess this year’s E-commerce Berlin Expo and what was the key takeaway for you?

“In Berlin, it became clear that alongside the development of e-commerce, logistics is taking on an increasingly important role. While the main focus in the past was solely on sales, today it is critically important for businesses how quickly, securely, and reliably a product reaches the customer.

Particular attention was given to fulfillment services, process automation, secure packaging, and system integrations. These are the areas that determine how efficiently an online business can operate and scale.”

• What was the main difference you observed between European and Georgian logistics?

“The most significant difference is that in Europe, logistics is perceived not as a separate service, but as a fully integrated business infrastructure. A logistics company is not just a carrier - it is a partner that manages order processing, warehousing, packaging, delivery, and returns.

This is exactly the direction in which Onway is actively developing. Our goal is to enable businesses to no longer worry about logistics processes at all and to focus entirely on their growth.”

• One of the key trends highlighted at the expo was 3PL and fulfillment. How would you explain what this means for online businesses?

“Fulfillment means that a company no longer needs to manage its own warehouse or organize logistics processes independently. Instead, these functions are transferred to a partner company that has the necessary infrastructure - warehouse facilities, technical equipment, operational processes, and a professional team to process and ship orders quickly and securely.

This provides several advantages for businesses. First, operational costs are significantly reduced, as there is no longer a need to maintain a warehouse or manage an in-house operations team. Second, the process becomes much faster and more efficient, directly reducing delivery times.

In modern e-commerce, speed is one of the key competitive advantages, which is why fulfillment services are becoming increasingly relevant - including in the Georgian market.”

• Delivery security was also an important topic at the expo. How relevant is this direction for the Georgian market?

“Delivery security is a fundamental part of the customer experience. In Berlin, we saw many technological and operational solutions aimed at minimizing risks during transportation - from innovative packaging methods to automated processes.

It is important to note that this is not solely the responsibility of a logistics company. It is a shared process that requires coordination between online stores and logistics partners.

Onway is actively involved in this process, and our goal is to gradually introduce new standards to the market, helping partner companies further refine their delivery processes and create the safest and most reliable experience possible for customers.”

• How will the experience gained in Berlin impact Onway’s services?

“The experience gained in Berlin allows us to evaluate our existing processes more critically and determine how they can be improved.

Our goal is to refine our services to offer partner companies faster, more stable, and more efficient delivery solutions. This includes both optimizing operational processes and developing technological solutions.

Logistics is a constantly evolving field, and it is important for us that this development is gradually reflected in the Georgian market as well.”

• Returns are also a highly relevant topic. What are your plans in this direction?

“A simple return process directly increases online sales, as it provides customers with a sense of security. We are actively working on simplifying this process to make it fast, transparent, and easy to manage for both businesses and customers. This is an important part of the ecosystem that Onway aims to build.”

• What are Onway’s future plans in the international direction?

“One of the key areas we are working on is developing cooperation with international 3PL partners. Our goal is to enable Georgian online businesses to enter international markets more easily and leverage global logistics infrastructure.”

• How do you see Onway’s role in this process?

“We see our company as one of the contributors to the process that will move Georgian e-commerce to a new stage of development.

Our goal is to continue developing our services, introduce new standards, and build infrastructure that allows online businesses to grow faster and more efficiently.

Logistics is no longer just about delivery. It is a crucial part of the overall experience that the customer ultimately receives.”