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Huib Adriaans

Huib Adriaans is the VP of Enterprise at Sendcloud and the founder of Tracey. With 10+ years in the logistics space, he leverages shipping intelligence and data-driven insights to help merchants reduce "Where is my parcel?" inquiries and build world-class delivery experiences.

Best practices to reduce cart abandonment.
E-commerce Logistics, E-commerce Platforms, Enterprise

Checkout conversion in 2026: The role of flexible delivery

It’s painful but true that cart abandonment is still incredibly high in 2026. According to Baymard Institute the average cart abandonment rate is 70.22%. This means most baskets never convert,...

March 13, 2026

E-commerce Logistics, Enterprise

Why multi-carrier shipping is no longer a nice-to-have in European e-commerce

Shipping is no longer a back-office cost line you set and forget. In 2026, delivery is a conversion lever, a margin risk, and a customer experience promise in one. With...

January 28, 2026

Shipping Industry Insights

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