Huge Momentum for what3words in UK E-commerce & Logistics Sector

Traditional street addresses in the UK often aren’t adequate for pinpointing exact delivery locations, leading to delays and frustrations for both businesses and consumers. A significant portion of the UK population reports issues with deliveries reaching their precise front door. what3words’ unique system has divided the world into a grid of 3 meter x 3 meter squares, and assigned each one a unique combination of three words, known as a what3words address – offering a revolutionary solution to this challenge [ 22] .

UK Retail Giants Embrace what3words for Enhanced Customer Experience

Major UK retailers are recognising the value of what3words in providing customers with the ability to specify their exact delivery location. In a significant move, boohoo group PLC, a leading online fashion retailer, integrated what3words across its popular brands such as boohoo and Karen Millen in 2023 [ 3, 30] . This integration encourages shoppers to add a what3words address at checkout, ensuring their fashion orders arrive precisely where intended. Additionally, Oddbox and Virgin Wines now accept what3words at checkout, allowing customers to enter their three-word address in the delivery instructions [ 13] .

The ease of integration is a key factor driving this adoption. User-friendly plugins for popular e-commerce platforms such as Shopify, AdobeCommerce and WooCommerce make it simple for retailers of all sizes to incorporate what3words into their checkout processes [ 44] .

Logistics Leaders Integrate what3words for Efficiency and Accuracy

The logistics sector in the UK is also experiencing a surge in what3words adoption. Major players including DHL eCommerce UK, DPD UK, and Yodel have integrated the technology into their operations to boost delivery efficiency and accuracy [ 2, 10, 5] .

DHL eCommerce UK has taken a significant step by allowing retailers to add a what3words field at checkout, seamlessly passing the precise location data to their couriers [ 6, 7] . Peter Fuller, CEO of DHL eCommerce UK, stated: “The latest stage of our partnership with what3words really extends the benefits to more customers and consumers. It gives shoppers the convenience of being able to specify their exact delivery location at the point of check-out and gives retailers even more confidence that their goods will be received on time, without complication. It’s a smart, innovative solution that allows us to improve the quality of the service we offer even further.” [ 7] Customers using the DHL eCommerce UK app can now add their what3words address for even more precise deliveries.

DPD UK has also integrated what3words into its app, enabling customers to save a what3words address for drivers, simplifying deliveries to newbuilds and rural locations [ 9] . Elaine Kerr, CEO of DPD UK, noted that while drivers already do an excellent job, using what3words is “an incredibly smart solution” to make their job easier – helping with new housing estates and remote cottages – and yielding “significant gains from more effective fleet routing and reducing unnecessary mileage.” [ 10] Yodel has followed suit, integrating what3words into its consumer-facing app. Yodel has even launched campaigns encouraging customers in remote and rural areas to use what3words for precise and problem-free deliveries [ 12] . Michaela Simpson, Customer Experience Director at Yodel, highlighted that the integration has allowed customers to specify their delivery address with pinpoint accuracy, making the delivery process even more efficient [ 12] .

Companies specialising in pallet and two-person deliveries are also leveraging the technology to enhance efficiency and accuracy. For instance, Panther Logistics, a leading two-person delivery service, has partnered with what3words to provide customers with precise delivery options [ 52] . By allowing customers to specify their exact delivery location using a unique what3words address, Panther ensures that large items are delivered directly to the desired spot, reducing ambiguity and improving customer satisfaction [ 53] .

This widespread integration is driven by the tangible efficiency gains offered by what3words. A pilot program by DPD and Mercedes-Benz in Germany demonstrated a 15% increase in efficiency for deliveries using what3words compared to traditional address-based navigation [ 47] . While this specific trial was in Germany, the adoption by UK branches of these companies indicates an expectation of similar benefits within the UK.

Technology Platforms Facilitate Seamless Integration

The growing momentum of what3words in the UK e-commerce sector is further fueled by its integration into logistics and e-commerce software solutions. For instance, Metapack, a leading delivery management software company, has integrated with what3words to facilitate more accurate last-mile deliveries [ 48] . ShipStation, a major shipping API, added what3words to its platform in 2024, making it accessible to a vast network of retailers and logistics providers across the UK [ 51] . The technology is also available within Sorted and GFS’ platforms, allowing their retail and e-commerce clients to offer delivery to exact what3words addresses [ 49, 50] .

Value-Driven Impact: Cost Savings and Enhanced Customer Satisfaction

The increasing adoption of what3words is delivering significant value to UK e-commerce businesses and their customers [ 16] . For businesses, the benefits include reduced delivery costs through fewer failed deliveries and optimised routes. Improved customer satisfaction is another key outcome, as precise deliveries lead to fewer complaints and enhanced trust. Research also indicates that using what3words can reduce delivery times [ 4] .

For UK consumers, what3words offers the convenience of specifying exact delivery locations, particularly beneficial for rural properties or new developments often not accurately represented in traditional address databases. This results in a more reliable and hassle-free online shopping experience.

Swiftcomplete Acquisition: A Game-Changer for Address Entry

A significant development in the what3words journey in the UK e-commerce sector is the recent acquisition of Swiftcomplete in February 2025 [ 15, 17, 21] . Swiftcomplete, a UK-based company specialising in speed-focused address validation software, had been a partner of what3words since 2021. This strategic acquisition aims to provide a more seamless and accurate address entry solution for e-commerce businesses.

Swiftcomplete’s technology adds a powerful autocomplete and validation layer to address entry fields, ensuring accurate delivery information is captured right from the start. Chris Winfield, founder of Swiftcomplete and now Chief Research Officer at what3words, commented, “Our mission has always been to make address entry as smooth and simple as possible. Now with the global reach and ambition of what3words, we’re excited to continue to push boundaries and bring this innovation to businesses worldwide.” Chris Sheldrick, Co-Founder and CEO at what3words, added, “By adding Swiftcomplete to the what3words family, we’re able to offer a consolidated address entry solution for e-commerce that solves one of its most persistent challenges: inaccurate addressing. Together, we’re empowering businesses around the world to offer faster, more reliable deliveries to precise locations, unlocking new levels of efficiency and customer satisfaction.” [ 15, 17, 21].

The integration of Swiftcomplete’s technology with what3words offers UK e-commerce businesses a single-field solution that supports traditional address lookup, postcode entry, and precise what3words address input. This streamlined approach enhances the checkout experience for customers and further reduces the likelihood of delivery errors.

Global Momentum Mirrors UK Success

The momentum witnessed in the UK e-commerce and logistics sector is mirrored by significant global partnerships. Aramex, a leading global logistics provider in the Middle East, has integrated what3words into its retailer API, enabling e-commerce businesses to offer precise deliveries to their customers [ 23, 26] . Alaa Saoudi, Chief Operating Officer at Aramex Express, stated: “Our longstanding partnership with what3words is a perfect example of our commitment to apply innovative technological solutions to boost efficiencies and enhance customer satisfaction, as well as support the further development and growth of e-commerce in the region.” [ 29]

In India, major logistics players like Blue Dart (part of DHL) and DTDC have also embraced what3words to tackle the challenges of complex and often inaccurate addressing systems [ 24, 31] . Blue Dart’s Chief Commercial Officer, Ketan Kulkarni, highlighted that three-word addressing provides “seamless last mile delivery” and increases efficiency by guiding couriers to the exact 3m x 3m spot specified by the customer [ 32] . DTDC’s integration aims to reduce last-mile delivery failures caused by inaccurate addresses. Abhishek Chakraborty, Executive Director of DTDC, commented: “Last-mile delivery failures in India are often a result of informal and inaccurate addresses. Poor addressing makes it difficult for couriers to find correct destinations, and can lead to customer dissatisfaction… We believe as the proliferation of what3words increases, it will offer a unique way for us to deliver to precise locations – particularly in areas with informal addresses.” [ 35]

Even global retail giants like 7-Eleven in Vietnam and MediaMarktSaturn in Germany are leveraging what3words to offer precise delivery options to their customers [ 39] .

Conclusion: The Future of E-commerce Logistics is Precise

The accelerating adoption of what3words by leading players across the UK e-commerce and logistics ecosystem underscores the technology’s transformative potential. From streamlining checkout processes with the Swiftcomplete acquisition to enhancing delivery accuracy and efficiency for major retailers and logistics providers, what3words is rapidly becoming a new standard for last-mile delivery. The global momentum further reinforces this trend, highlighting the universal need for precise and reliable location services in an increasingly interconnected world. As customer expectations for seamless and accurate deliveries continue to rise, what3words is poised to play a pivotal role in shaping the future of e-commerce logistics in the UK and beyond.

To find out how what3words is helping businesses, visit our website and select the industry most relevant for you. For more help, you can also get in touch with the team below:

About what3words

Co-founded in London in 2013 by Chris Sheldrick, what3words is a simple way to talk about precise locations. A what3words address is a human-friendly way to share very precise locations with other people, or to input them into platforms and machines such as ride-hailing apps or e-commerce checkouts and car navigation systems . It is optimised for voice input and contains built-in error prevention to immediately identify and correct input mistakes .

The free what3words app, available for iOS and Android, and the online map enables people to find, share and navigate to what3words addresses in more than 60 languages to date . Millions of what3words addresses are in use around the world, with thousands of businesses using them to save money, be more efficient and provide a better customer experience . what3words is easily integrated into apps, platforms and websites . Its partners include Jaguar Land Rover, Yodel, Subaru, Lamborghini, DPD, DHL, and the AA . what3words has proved to be a critical application for emergency services around the world, helping save time and resources when it matters most .

what3words has a team of over 100 people, across offices in the UK, Germany, Vietnam, Trinidad & Tobago and Mongolia . The company has raised over £100 million in capital from investors such as Intel, Ingka (Ikea), Mercedes-Benz, Aramex, Deutsche Bahn, Subaru and Sony Innovation Fund .

Note: All partnerships and integrations mentioned occurred between 2023 and March 2025, based on the provided research data.

Relevant links

[1] E-commerce News – What3Words https://what3words.com/news/e-commerce

[2] What is what3words? Use what3words For Deliveries – DHL, https://www.dhl.com/gb-en/ecommerce/uk/business-services/what3words.html

[3] Online retailer boohoo Group is now using what3words | what3words, https://what3words.com/news/general/boohoo-group-now-delivers-to-what3words-addresses

[4] Add what3words to your logistics tools, https://what3words.com/business/logistics

[5] Yodel are seeing a growing usage of what3words – YouTube, https://www.youtube.com/watch?v=xQ452aVrg40

[6] All you need to know about using what3words with DHL eCommerce UK, https://what3words.com/business/logistics/dhl-parcel-uk-retailer-how-to

[7] DHL Parcel UK: using what3words to benefit even more customers, https://postandparcel.info/151794/news/parcel/dhl-parcel-uk-using-what3words-to-help-consumers-the-latest-stage-of-our-partnership-with-what3words-really-extends-the-benefits-to-more-customers/

[8] Logistics News – What3Words, https://what3words.com/news/logistics

[9] How do I add a delivery what3words address to my DPD app?, https://what3words.com/business/logistics/dpd-how-to

[10] DPD using what3words for “pinpoint deliveries” | Post & Parcel, https://postandparcel.info/146854/news/dpd-using-what3words-for-pinpoint-deliveries/

[11] Products – What3Words, https://what3words.com/products?category=Logistics

[12] YODEL puts ads in the middle of nowhere for what3words campaign, https://what3words.com/news/logistics/yodel-puts-ads-in-the-middle-of-nowhere-for-what3words-campaign

[13] Including AS Watson, END. Clothing, and Studenac: last week’s biggest retail technology plays at a glance, https://retailtechinnovationhub.com/home/2024/7/29/including-as-watson-end-clothing-and-studenac-last-weeks-biggest-retail-technology-plays-at-a-glance

[14] News | what3words, https://what3words.com/en/news

[15] what3words acquires Swiftcomplete address validation | what3words, https://what3words.com/news/e-commerce/what3words-acquires-swiftcomplete-for-e-commerce

[16] Are inaccurate addresses costing your business? – What3Words, https://what3words.com/business/collect-better-addresses

[17] what3words buys Swiftcomplete whose tech lets businesses capture and validate customer addresses – Retail Technology Innovation Hub, https://retailtechinnovationhub.com/home/2025/2/26/what3words-buys-swiftcomplete-whose-technology-enables-businesses-to-capture-and-validate-customer-addresses

[18] News – What3Words, https://what3words.com/news

[19] Weekly Location Industry News: NextNav Answers Critics, https://locationbusinessnews.com/weekly-location-industry-news-nextnav-answers-critics

[20] News – What3Words, https://what3words.com/it/news

[21] what3words “empowering businesses to offer more reliable deliveries to precise locations”, https://postandparcel.info/158553/news/post/were-empowering-businesses-around-the-world-to-offer-more-reliable-deliveries-to-precise-locations/

[22] What3Words Has Given Everyone an Address – Fleximize, https://fleximize.com/articles/007065/what3words

[23] what3words – Aramex, https://www.aramex.com/us/en/what3words

[24] Better deliveries with Blue Dart and what3words, https://what3words.com/business/logistics/blue-dart-deliveries-with-what3words

[25] what3words /// The simplest way to talk about location, https://what3words.com/

[26] Aramex is enhancing its retailer API with what3words | what3words, https://what3words.com/news/e-commerce/aramex-enhances-delivery-accuracy-with-what3words-in-its-retailer-api

[27] what3words FAQ – Aramex, https://www.aramex.com/us/en/what3words/faq

[28] Get more reliable deliveries with what3words and Aramex, https://what3words.com/shopandship-how-to

[29] Aramex puts what3words to the ultimate test – YouTube, https://www.youtube.com/watch?v=Bx9XP4Q6Z5g

[30] what3words | Faster & More Reliable Deliveries – Boohoo, https://www.boohoo.com/page/what3words.html

[31] Logistics company DTDC adopts what3words | what3words, https://what3words.com/news/e-commerce/dtdc-adopts-what3words-to-revolutionise-deliveries-across-india

[32] BlueDart join hands with what3words to make precise deliveries to …, https://www.logisticsinsider.in/blue-dart-join-hands-with-what3words-to-enhance-its-deliveries-for-millions-across-india/

[33] Blue Dart integrates its platforms with the what3words for accurate deliveries, https://www.logisticsoutlook.com/business/blue-dart-integrates-its-platforms-with-the-what3words-for-accurate-deliveries

[34] DTDC revolutionizes last-mile deliveries through what3words location technology, https://www.logisticsinsider.in/dtdc-revolutionize-last-mile-deliveries-through-what3words-location-technology/

[35] DTDC, one of India’s leading integrated express logistics companies adopts global location technology what3words to revolutionise deliveries across India – PR Newswire, https://www.prnewswire.com/in/news-releases/dtdc-one-of-india-s-leading-integrated-express-logistics-companies-adopts-global-location-technology-what3words-to-revolutionise-deliveries-across-india-863833307.html

[36] what3words-enabled logistics carriers and software, https://what3words.com/business/what3words-enabled-logistics-carriers-and-software

[37] Cambodia Post uses what3words for precise deliveries, https://what3words.com/hu/news/government/cambodia-post-uses-what3words-for-precise-deliveries

[38] Products – What3Words, https://what3words.com/products

[39] 7-Eleven x what3words – Adam Mandel, https://www.adam-mandel.com/7eleven-what3words

[40] About us | what3words https://what3words.com/about

[41] what3words Announces Integration with Maptitude Mapping Software, https://eijournal.com/news/business-2/what3words-announces-integration-with-maptitude-mapping-software

[42] Chris Sheldrick: How I Built what3words into a Multi-Million Dollar, Life-Saving Business,, https://ff.co/chris-sheldrick-what3words/

[43] what3words Case Study AWS, https://aws.amazon.com/solutions/case-studies/what3words-case-study/

[44] E-commerce & Logistics software | Communicate – what3words API, https://developer.what3words.com/communicate/software-toolkits/ecommerce-logistics

[45] 3PL Logistics Software UK | E-Commerce Middleware | Ecommerce Integration – Utordo, https://www.utordo.com/3pl-logistics-interface.html

[46] Report incident locations efficiently – What3Words, https://what3words.com/report-incident-locations-efficiently

[47] DPD & Mercedes-Benz +15% delivery efficiency with what3words, https://what3words.com/news/automotive/dpd-mercedes-benz-15-delivery-efficiency-with-what3words

[48] Metapack adds what3words to make front door deliveries seamless, https://what3words.com/news/e-commerce/metapack-adds-what3words

[49] The what3words triple win, and how efficient deliveries benefit everyone, https://sorted.com/podcasts/what3words-triple-win/

[50] E-commerce partner | what3words, https://gfsdeliver.com/technology-partners/what3words/

[51] ShipEngine and what3words Partner to Enhance Online Delivery Experiences, https://www.businesswire.com/news/home/20240723062044/en/ShipEngine-and-what3words-Partner-to-Enhance-Online-Delivery-Experiences

[52] Panther Logistics partners with What3Words to provide faster and more reliable deliveries, https://modernretail.co.uk/panther-logistics-partners-with-what3words/

[53] Start accepting what3words addresses from retailers for more efficient deliveries, https://what3words.com/business/logistics