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Deliver 2025: Gen Z and the Future of Out-of-Home Delivery

5 June 2025

At Deliver 2025 in Amsterdam, Geopost’s Thiemo van Spellen, Global Accounts Managing Director, Hervé Crochet, Head of Sales, and Florian Bonnasse, Out-of-Home (OOH) Business Development Director, shared data and insights into the evolving preferences of GenZ e-shoppers and the growing interest for out-of-home (OOH) delivery solutions. Together, in this post-event chat, Thiemo, Hervé and Florian sit down and explore how these trends are reshaping the future of retail and logistics. 

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Thiemo
Let’s dive in with GenZ, who are already a driving force in e-commerce. Our Geopost e-shopper barometer, based on interviews with 24,000 e-shoppers across 22 countries, shows that 26% of regular e-shoppers are GenZ—born between 1997 and 2012. What’s fascinating is their fluid shopping behaviour. For example, 38% see a product online but buy it in-store, while 37% browse in-store and then purchase from the retailer’s website. Another 34% go a step further, buying from a different online seller after seeing a product in-store. This “my shopping, my way” mentality is defining retail’s present, not just its future.  

Florian
That fluidity ties directly into what we’re seeing with OOH delivery. GenZ values control and flexibility, and our data shows OOH options like lockers and parcel shops are gaining traction—lockers are up 10 points and parcel shops up 6 points in e-shopper preferences, while home delivery, the preferred option, has dropped by 10 points. It’s no surprise when you consider that 82% of regular e-shoppers now use more than one delivery place, with OOH users averaging 2.7 delivery locations compared to 1.9 for regular e-shoppers. GenZ loves the “I can pick up my parcel when I want” vibe, especially for C2C platforms, where 82% of them are buying or selling.

Hervé
Absolutely, and this is where our hybrid network shines. With 132,000 pickup points across Europe—34,000 lockers and 98,000 parcel shops—we’re meeting GenZ where they are. Our interconnected, localised approach ensures flexibility, whether it’s a locker for a quick collection or a parcel shop for C2C transactions. Plus, our cross-border road network, the largest and most dense in Europe, supports seamless delivery for SMEs and larger retailers alike. We’re seeing 31% to 36% of Polish SMEs adopting OOH, which shows it’s not just a consumer trend but a business opportunity. 

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Thiemo
Let’s talk about what GenZ prioritises in the shopping experience. They want it all: good deals, authentic and lively experiences, and, critically, a seamless delivery process. Our barometer highlights that real-time delivery updates are their top priority, followed by multiple delivery options and the ability to reschedule. Features like selecting a one-hour delivery window or next-day delivery are non-negotiables for them. And with 86% valuing sustainable delivery options, our commitment to net-zero by 2040 aligns perfectly with their values.

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Florian
That’s where OOH’s appeal comes in—it’s not just about lockers. We’re innovating with robot lockers and solar-powered options to enhance sustainability and convenience. The myDPD app, used by 32 million registered consumers, gives them the option to change delivery addresses, delivery option or days on the fly. GenZ loves this control, and it’s driving OOH’s growth as a preferred delivery method, especially for C2C platforms where 44% of users shop at least once a month.

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Hervé
And let’s not forget the social commerce angle. TikTok Shop is a rising star, with a €3.7 billion market and 98 million monthly users across eight European countries. In the UK, one in four e-shoppers has bought on TikTok Shop, making it the fastest-growing merchant. GenZ is leading this charge, with 76% shopping directly from social media. Our OOH solutions, paired with digital labels and personalised online journeys, make it easy for retailers to meet these expectations no matter the product.

Thiemo
Speaking of products, the NIQ Digital Purchases data shows GenZ’s eclectic tastes—everything from apple cider vinegar gummies to 90-roll toilet paper packs. Retailers are adapting to this diversity, and our consumer relation programs, like myDPD, help create engaging, personalised content to keep GenZ coming back.

Florian
For SMEs, OOH is a game-changer. It’s not just about convenience; it’s about enabling new business models. Sectors like home accessories, social commerce, construction and maintenance are tapping into our hybrid networks. Our partnerships and shared networks ensure we can scale these solutions, whether it’s a locker for quick collection or a parcel shop for returns. 

Hervé
And we’re not standing still. Our “test and learn” approach—think robot lockers and sustainable innovations—keeps us ahead of the curve. We’re addressing a variety of sectors and ensuring our network supports both consumer and SME needs.  

Thiemo
It all comes down to meeting GenZ’s expectations: flexibility, sustainability, and a personalised experience. Whether it’s through OOH’s convenience or our commitment to net-zero, we’re building a delivery ecosystem that resonates with the present and future of retail.

Florian
And with OOH, we’re giving consumers and businesses the tools to stay in control—anytime, anywhere.

If you’d like to discover more of the expertise Thiemo, Florian and Hervé shared at Deliver, check out our Deliver playlist on YouTube here.