The article addresses the topic of intelligent personalization in e-commerce logistics from the end-user perspective. The theoretical aim of the study is to identify the areas of application for intelligent personalization in e-commerce logistics, while the research objective is to assess how modern technologies support the creation of more tailored, efficient, and sustainable logistics services. Based on a literature review and empirical research conducted among e-commerce users in Poland, eight key application areas of personalization technologies — such as AI, Big Data, chatbots, and recommendation systems — were identified. Statistical analyses revealed significant differences in user preferences and in their assessment of the benefits derived from personalization, particularly in the areas of delivery services, customer service, and data integration. The findings confirm that intelligent personalization constitutes a significant factor in building customer value in e-commerce, and its appropriate implementation can enhance both user satisfaction and the operational efficiency of companies. The article fills a research gap in the area of logistics process personalization and provides a foundation for further studies in this domain.