Out‑of‑Home as a Default Delivery Choice
1 April 2026
Summary: Out-of-Home delivery is a new standard in European e‑commerce. Discussions at Leaders in Logistics 2026 in Brussels highlighted how OOH is a growing delivery choice, driven by changing consumer expectations, rising delivery complexity and the need to control cost to serve. During an OOH‑focused fireside chat, Hervé Crochet, Head of Sales at Geopost, shared insights on adoption trends, the role of network density across urban and rural areas, the growing importance of returns and why lockers and parcel shops work best as part of a hybrid model.
Leaders in Logistics 2026: setting the scene
Leaders in Logistics is a pan‑European summit bringing together senior decision‑makers from retail, e‑commerce and supply chain to examine how delivery models are evolving under the pressure of growth, regulation and shifting consumer behaviour. The March 2026 edition took place in Brussels and featured strategic discussions ranging from cross‑border complexity and resilience to the future of customer experience. Hervé Crochet, Head of Sales at Geopost, attended the event and took part in a fireside chat dedicated to the next stage of Out‑of‑Home delivery that stands as an obvious choice.
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These discussions in Brussels took place at a moment when the sector is balancing rising volumes, regulatory pressure, shifting consumer expectations and cost pressures such as fluctuating petrol prices. While home delivery remains essential, the conversations highlighted a change that has been quietly taking shape across Europe. Out‑of‑Home delivery is no longer a niche alternative. It is increasingly becoming a default choice for millions of e‑shoppers, whether they live in dense urban centres or rural areas.
During a fireside chat dedicated to OOH, Hervé joined industry peers to explore what is driving this transformation. The session focused on today’s operational realities, but also on the structural forces shaping the future of delivery networks.
A market changing faster than expected
Across the summit, decision‑makers returned to a familiar set of pressures: surging cross‑border volumes, tighter customs controls under ICS2, growing urban access restrictions and the ongoing challenge of keeping cost to serve under control. Home delivery remains a cornerstone of every carrier’s offer, with the challenge of unsuccessful attempts, is pushing both operators and retailers to rethink how delivery choice is presented at checkout.
This is where Out‑of‑Home plays an increasingly central role. E‑shoppers are looking for delivery options that fit their lives, rather than organising their lives around deliveries. Convenience is no longer defined by speed alone; control has become just as important.
Key takeaways from the OOH fireside chat
- Flexibility drives adoption
OOH has gained more than 15 points as a preferred delivery option since 2019, with particularly strong growth in markets such as Croatia, Bulgaria and Czechia. Shoppers value the freedom to collect parcels on their own terms, without waiting at home or rearranging their schedules.
For Gen Z consumers, OOH aligns naturally with expectations of autonomy and mobility. Being able to pick up a parcel anytime, anywhere reinforces a sense of control that is becoming central to the delivery experience.
- Intelligent proximity extends beyond cities
Effective OOH networks depend on more than urban density. What matters is intelligent proximity: placing the right mix of parcel shops and lockers where they actually fit customers’ daily lives, including in rural and low‑density areas. Today, 95 percent of Geopost’s Pickup points are located within a 15‑minute drive of customers’ homes or workplaces, setting a clear benchmark for accessible coverage across geographies.
Parcel shops remain particularly important in markets such as France, where proximity is not only about distance, but also about the social and economic role local retail partners play within communities.
- Returns naturally fuel OOH networks
Returns continue to rise, with 16 percent of regular e‑shoppers having returned their most recent purchase in 2025. Expectations are clear: returns should be effortless. Digital labels, parcel shops equipped with fitting rooms and simple OOH drop‑off options help reduce friction for consumers while limiting complexity and cost for retailers.
- Lockers and parcel shops work best together
Despite the rapid expansion of locker networks across Europe, parcel shop usage has remained stable. Each format serves different needs, and their complementarity is what enables real flexibility. Across Europe, Geopost now operates more than 150,000 Out‑of‑Home points, including over 50,000 lockers, supporting a hybrid model designed to adapt to local preferences.