If you are used to using road services for your eCommerce shipments around Europe you will be used to the fluctuating delivery times that ground services provide. Air delivery can improve customer satisfaction by providing a more accurate delivery date.
By consolidating your shipments to stategic hubs located around Europe you can reduce deliveries down to 2-3 days across the EU by using express linehaul and then using national delivery networks.
This works particularly well for lighter weight items. As chargeable weight calculations are more favourable when shipping by air the additional air freight charges are often offset.