E-commerce is going through a phase of profound evolution, driven by technological innovation, increased competition and increasingly demanding consumers. In this scenario, last-mile logistics therefore plays a crucial role in determining the quality of the shopping experience and, consequently, the success of operators in the sector.
The future of eCommerce and the main innovations for the sector will be the topics at the centre of Netcomm Forum 2025, the main event in Italy dedicated to eCommerce and digital retail, which this year will turn the spotlight on the transformations taking place and the solutions that will drive the evolution of the sector.
Of course, GEL Proximity will not be missing! We will be present with our stand (C19) and with a workshop dedicated to the evolution of Proximity Logistics, scheduled for Tuesday 15 April at 15:20. Find out more about the event.
In this article, however, we would like to give you some insight into one of the most innovative and strategic solutions already available, which will be the focus of Netcomm Forum 2025: Out Of Home deliveries!
Indeed, Locker and Pick-up Points are emerging as fundamental pillars for the future of eCommerce, thanks to their ability to improve the customer experience, optimise costs and reduce environmental impact. Delivery points are not just an emerging trend, but a strategic asset for those who want to compete in an increasingly digital, sustainable and customer-oriented market. Here is everything you need to know.
Why Out Of Home deliveries are revolutionising eCommerce
The evolution of purchasing behaviour and new consumer expectations
If you own an online store, you surely know that today’s eShoppers are demanding, informed and increasingly oriented towards convenience and customisation.
According to recent research conducted by Salesforce, 80 per cent of online shoppers believe that the experience offered by a thimble shop is as important as its products or services. Delivery is, of course, a crucial component of this experience.
The ability to choose where and when to pick up an order or make a return, depending on one’s needs and daily habits, thus responds to a need for flexibility and control increasingly felt by consumers who no longer want to have to wait impatiently at home for the delivery of their online orders. Locker and Pick-up Points offer precisely this freedom, allowing customers to avoid waiting at home and to manage the pick-up themselves, according to their own needs and preferences.
The role of logistics as a competitive lever
It is clear, therefore, how logistics is increasingly becoming a strategic marketing lever for eCommerce companies that can make their delivery services an element that enhances the overall shopping experience.
Costs and delivery times are therefore essential elements in ensuring an optimal shopping experience and customer loyalty.
According to Capturly’s Average Abandonment Rate by Industry 2024 , in fact, 47% of eShoppers abandoned their cart at least once due to high shipping costs, while 24% did so when estimated delivery times were slower than expected.
Out-of-home deliveries concretely help merchants to meet these needs by providing more efficient, faster and cheaper alternatives. Let’s see how.
Out Of Home deliveries: concrete benefits for retailers and consumers
Benefits for eCommerce Retailers
For merchants, Out Of Home deliveries represent an opportunity to reduce logistics costs and increase customer satisfaction.
Thanks to Locker and Pick-up Points, failed delivery attempts are reduced, as 100 per cent delivery is always guaranteed. This is possible due to the fact that delivery is no longer dependent on the end customer’s presence at home, but is made at an automated locker accessible 24/7 or at affiliated businesses.
In addition, more efficient management of last mile logistics generates a positive impact in both economic and environmental terms.
Finally, returns can also be handled in a more orderly and traceable way, thus improving reverse logistics processes and reducing return-related costs. If you are interested in learning more about the costs of eCommerce returns, you can read our dedicated in-depth article.
Benefits for consumers
Lockers and Pick-up Points put the user at the centre, offering a more convenient, flexible, secure and customisable experience.
The ability to conveniently collect your parcels from a Locker or Collection Point, close to your home or workplace, eliminates the need – and anxiety! – of having to wait at home for the courier and to be ready at the time of delivery.
Furthermore, Lockers are usually installed in highly frequented locations such as supermarkets, stations and shopping centres, thus making the experience even more integrated into daily life. In other words, there is no need to go to a Locker or a Pick-up Point on purpose, but they are places of transit already located along daily routes.
Lockers and Pick-up Points: key tools to improve customer experience
Increasing Customer Satisfaction with Lockers
The use of Lockers is growing rapidly throughout Europe. According to the report ‘Out of Home Delivery in Europe 2024’ by Last Mile Experts, the number of Lockers (APMs) in Europe grew by more than 40 per cent between 2022 and 2023, reaching approximately 162,000 units in Europe.
This increase is not accidental, but responds to a growing consumer demand for practical and affordable solutions.
Indeed, the automation of the Locker allows for fast, traceable and often contactless collection, an aspect that has gained further relevance since the pandemic. In other words, customer satisfaction increases because the user has full control over the time and place of collection.
Withdrawal points as leverage for loyalty
On the other hand, Collection Points – such as newsstands, tobacconists, pharmacies or other affiliated businesses – offer human contact and can therefore become a loyalty-building component of the customer journey.
A customer who is comfortable with collecting his parcel from a trusted point will in fact be more likely to repeat the experience.
In addition, partner outlets can benefit from additional traffic and potential complementary purchases.
Out Of Home returns also change the rules of the game
Easy return, happy customer
Lockers and Pick-up Points can simplify and speed up not only delivery operations, but also return operations.
A complicated return system is in fact one of the main causes of dissatisfaction and abandonment of the shopping cart by the customer. Out of Home returns, on the other hand, simplify the reverse logistics since it is sufficient to deposit the parcel at the chosen Locker or Pick-up Point – often at a lower cost – without having to wait for the courier to pass by.
In other words, a simple return service contributes to your growth. Learn more about all the benefits.
Out Of Home and sustainability: a strategic alliance
We also cannot avoid mentioning the environmental benefits of Out Of Home delivery and collection solutions. Sustainability is indeed one of the main challenges facing eCommerce today.
Without targeted solutions and actions to reduce the environmental impact, it is expected that emissions from last-mile deliveries will grow significantly – up to 30 per cent – by 2030, creating an additional burden on the already congested urban environment.
Out-of-home solutions are therefore a more efficient alternative to traditional home delivery as they optimise courier routes.
Thanks to a strategically distributed network of Pick-up Points and Lockers, couriers can focus on shorter and more targeted routes, reducing urban traffic, lowering fuel consumption and, consequently, greenhouse gas emissions. In addition, more rational logistics allows for a more sustainable management of resources and an overall improvement in operational efficiency, helping to make the overall delivery process more environmentally friendly and less costly.
The future of eCommerce passes through proximity
Finally, Lockers and Pick-up Points become true touchpoints of the omnichannel experience. They can easily integrate with the in-store experience, enabling new services – such as Click&Collect – and strengthening the bond between brand and customer.
Out-of-home deliveries, therefore, are no longer just a simple alternative to home delivery, but a real pillar of the future of eCommerce that can improve the customer shopping experience, reduce costs, promote sustainability and enable new omnichannel strategies.
Lockers and Pick-up Points are a smart choice for all actors in the digital supply chain.
GEL Proximity: the solution for efficient Out Of Home logistics
To best meet the challenges of last-mile logistics, choose GEL Proximity!
GEL Proximity is the first aggregator of Lockers and Collection Points with a Proximity Network consisting of tens of thousands of newsstands, stationers, post offices, lockers, tobacconists, shops and petrol stations. The GEL Proximity technology allows easy access to the services of all available Networks, eliminating integration and maintenance costs.
By choosing GEL Proximity, you can immediately start offering your customers the possibility to pick up their orders online from over 300,000 already active Pick-up Points across Europe, quickly and easily.
You can connect GEL Proximity using our dedicated libraries and APIs, or by downloading the module from the marketplace of your eCommerce software.
