Checkout is undergoing a radical transformation. If it used to be just a last obligatory step before shipping, it has now become a strategic moment when consumers want to make informed and personalised decisions. It is no longer just about ‘paying and waiting’ for their order. The real change? The growing need for control.
In this article we analyse how checkout options are evolving in the European landscape, what the emerging consumer preferences are and the opportunities for eCommerce and logistics operators.
Checkout is no longer just the last step: it is the new competition ground
For years, the imperative in e-commerce has been clear: offer free delivery. Retailers, couriers and marketplaces have competed to make delivery ever cheaper, often at the expense of sustainability and marginality.
Something is changing today. Many operators are highlighting an emerging trend: customers want to choose, not only where to receive their parcel, but also when, how, and whether to receive it now or later.
New checkout options: trends in Europe
The new buzzword is therefore flexibility. More and more consumers prefer options that fit their rhythms, not vice versa. Thus, alongside the classic ‘express’ or ‘standard’ modes, solutions such as:
- Economy: slower delivery in 3 to 5 days, often away from home (at Locker or Pick-up Points), but more sustainable and cheaper.
- Convenient: the classic 24/48 hour home delivery, still very popular.
- Premium: ultra-fast delivery, within the same day or even within the hour.
- Flexible: the real novelty. The ‘decide later’ option that allows the user to choose later when and where to receive the parcel. This latter solution is still rare in Italy, but is spreading in countries such as France, where operators such as Chronopost already allow users to change the place and time of delivery even after purchase, directly via the app.
What European consumers demand today
According to Sendcloud’s 2024 Out-of-Home Delivery Survey report, 44 % of European consumers abandon their purchase if they cannot find their preferred delivery option during checkout. Furthermore, DHL’s E-Commerce Trends Report 2025 shows that 81 % of shoppers abandon their order if they cannot choose their preferred delivery method.
But the most interesting fact concerns consumer priorities: speed is no longer top of the list. Instead, the ability to control the entire process is winning out.
The delivery options most appreciated by eShoppers are in fact those that allow:
- to accurately track the parcel;
- to change its destination in real time;
- to postpone delivery;
- to choose convenient and accessible Pick-up Points or Lockers to collect your order.
In this sense, checkout becomes a fundamental lever for building a positive customer experience, because it is precisely at this moment that the customer perceives the quality of the service offered. After-sales, once considered an accessory step, is now an integral part of the promise to the customer: it includes the possibility of monitoring, modifying or postponing the delivery, elements that directly affect satisfaction and loyalty.
Who is already innovating in Europe: success stories
Zalando, one of the leading fashion eCommerce players in Europe, has already introduced in Germany and the Netherlands the possibility to book a time window for delivery, and to change it until the last moment. In Switzerland, through the Zalando Courier Service pilot project in cooperation with Swiss Post and notime, customers can choose a 90-minute time window for evening delivery.
Amazon, on the other hand, allows in many markets scheduled delivery in time windows, often even at weekends. In the US and the UK, certain categories of Prime users can even choose a preferred weekly ‘delivery day’.
Finally, as mentioned, Chronopost in France offers several innovative options. The Predict service allows users to receive post-purchase notifications to select the most suitable place and time for delivery, with the possibility of rescheduling, choosing a Proximity Point or authorising delivery to a neighbour. In addition, the Collection on Request service allows users to schedule the collection of a parcel up to one month in advance, increasing the level of flexibility in personal logistics.
Why eCommerce and carriers must adapt, and fast
In a scenario where last-mile logistics is increasingly relevant, offering customisable delivery can make the difference between retaining a customer or losing them.
The possibility of choice gives the consumer a feeling of control, reduces failed deliveries and contributes to sustainability through more efficient use of vehicles and reduced empty trips.
For eCommerce Managers and logistics operators, adaptation is no longer optional. They need a clear strategy, reliable technology partners and an extensive network of Pick-up Points and Lockers, elements that are increasingly in demand in the market.
The role of GEL Proximity in the new checkout logistics
In this evolving scenario, GEL Proximity is a strategic ally for your online store.
Thanks to our platform, more than 300,000 Collection Points and Lockers can be easily integrated at checkout, offering users a complete range of Out Of Home solutions. A concrete answer to the demand for flexibility, sustainability and control.
GEL Proximity allows you to build customised delivery experiences, increasing your customers’ satisfaction and reducing operational costs. In a market where checkout has become the new battleground, relying on partners like GEL Proximity is the right move to stay competitive.
The checkout of the future is in the hands of your customers. Don’t get left behind: contact us now and find out how GEL Proximity can help you turn your logistics into a competitive advantage.
