The  sharing  economy,  co-creation,  the  fourth  industrial revolution  are  the  slogans  describing  the  modern environment of people's lives. In these concepts, the potential to  satisfy  consumers'  needs  is  hidden.  Logistics  faces  the challenge  of  meeting  the  requirements  set  by  these  new conditions. In the article, the authors wonder about the place of logistics in the new reality and its possible changeability.