Why the Last Mile Is Your First Impression

In this episode, Sheila Berry, CRO at UniUni and former Shopify executive, joins Norbert Strappler to unpack what real innovation looks like in eCommerce, and why the delivery experience defines your brand as much as your product does.

Sheila Berry is the Chief Revenue Officer at UniUni. With over a decade in retail tech and logistics innovation, she has helped brands scale through smarter partnerships, data-driven strategy, and customer-first delivery.

UniUni combines AI automation with flexible driver networks to deliver faster, cheaper, and more transparent last-mile experiences for eCommerce brands across North America.

The No.1 eCom Operations hack
“Meeting the customer where she's at, doing what you say that you're going to do is the single biggest thing that a carrier can do to help drive brand repeat purchase and hire net promoter scores for a brand.”

You Will Learn:

How to spot real innovation versus shiny hype
Where AI is already transforming delivery operations
Why flexibility beats scale in last-mile logistics
The one growth myth every eCommerce brand should drop
Why proof-of-delivery is now part of customer experience

Show Notes:

(00:01:32) Meet Sheila Berry
(00:02:30) Path to eCommerce & Logistics
(00:03:27) Shopify Lessons on Innovation
(00:05:13) Defining eCommerce Innovation Today
(00:06:48) AI's Impact on eCommerce
(00:08:41) The Biggest Lie in eCommerce Growth
(00:10:55) Enterprise Innovation for Small Brands
(00:13:16) Partnerships in Market Expansion
(00:16:22) Fixing Last-Mile Delivery
(00:18:14) Evolving Customer Delivery Expectations
(00:20:01) Customer Choice in Carriers
(00:23:05) Delivery Data for Retention
(00:29:22) Best Part of the Journey