Poland has emerged as a frontrunner in out-of-home (OOH) delivery solutions, boasting Europe’s largest parcel locker network with an estimated 45,000 lockers by the end of December 2024, according to Collier’s Parcel Lockers 2.0 report.
With a robust infrastructure and continuous innovation, Poland’s OOH market is shaping the future of e-commerce logistics.
As consumer preferences evolve, carrier companies must prioritize factors such as pricing, technology, customer service, quality, brand strength and network coverage to remain competitive and appealing to e-tailers.
Drawing insights from recent work conducted by Last Mile Experts, this opinion piece explores how these factors influence carrier preferences in Poland’s highly competitive OOH ecosystem, with the potential for lessons to be applied across other European markets.
Price: The competitive edge
Pricing plays a critical role in the selection of carriers by e-commerce and re-commerce businesses. Competitive courier companies in Poland offer attractive pricing models, including volume discounts and tiered service levels. The country’s advanced automated parcel locker (APM) infrastructure enables carriers to optimize costs by minimizing last-mile delivery expenses, which translates into cost savings for businesses and consumers.
With an increasing volume of parcels moving through APMs and pickup/drop-off (PUDO) locations, economies of scale enables more affordable delivery options compared to traditional home delivery.
Flexible pricing models, such as pay-per-use, subscription-based or dynamic pricing based on demand and distance, are gaining traction. Only carriers with a significant network advantage can sustain pricing above the market average.
Technology: Enhancing customer convenience
Technology is a key differentiator in Poland’s OOH delivery sector. Consumers now demand seamless, tech-driven solutions that improve accessibility, efficiency and transparency. Leading carriers are integrating real-time tracking, digital proof of delivery, automated notifications and contactless, label-less solutions into their offerings.
Mobile apps are increasingly central to customer engagement, enabling users to track shipments, adjust delivery preferences and manage returns with ease.
Furthermore, automation and data analytics are optimizing APM operations, from better cell management to demand forecasting, enabling carriers to offer more personalized services. As competition intensifies, carriers investing in technology will gain a significant advantage in Poland’s dynamic OOH market.
Customer service: Flexibility and adaptability
E-commerce and re-commerce businesses require carriers that can flexibly accommodate fluctuations in parcel volumes, particularly during peak periods such as Black Friday and Christmas. The ability to deploy additional PUDO locations and increase delivery runs is a significant competitive advantage.
Best-in-class customer service is supported by AI-driven chatbots and multilingual customer support, enabling efficient management of inquiries, complaints and returns.
Last Mile Expert partner Greg Urban notes, “Leading carriers prioritize responsiveness, with the best response times measured in mere seconds ensuring customers receive prompt assistance with advanced tools and systems, such as AI. Also, sophisticated TMS [transportation management systems] can significantly help synchronize operations and resource planning; customers still require flexibility in supporting their logistics.”
Brand: Building trust and recognition
A strong, trusted brand is a critical driver of carrier preference. Companies that build reputations for reliability, innovation and sustainability gain customer trust and loyalty. One of the most powerful tools for achieving this is the net promoter score (NPS), which provides actionable insights into customer satisfaction and loyalty – read more on that here.
Marketing campaigns, strategic partnerships with e-commerce platforms, and corporate social responsibility initiatives further strengthen brand perception. Sustainability is increasingly influencing consumer decisions, and carriers emphasizing eco-friendly practices are also gaining traction.
Network coverage: Accessibility and convenience
Poland’s extensive OOH network ensures unparalleled accessibility. The proximity of APMs and PUDO points significantly improves the convenience of parcel pickup and returns. With more locations, adoption rates increase as consumers prioritize ease of access when selecting a delivery method.
For example, InPost’s vast APM network, which spans both urban and rural areas, enables high delivery efficiency while lowering logistics costs. Competitors are expanding their networks to meet rising demand, with new entrants focusing on integrating solutions into retail stores, metro stations and residential complexes to enhance last-mile connectivity.
Future developments and market trends
The OOH delivery market in Poland continues to evolve, with key trends that will shape the industry and offer valuable insights for other markets:
- Expansion of APM networks: More installations in suburban and rural areas to improve national coverage.
- AI-driven optimization: Advanced route planning and predictive demand analysis to improve operational efficiency.
- Sustainability initiatives: A growing focus on carbon neutrality and eco-friendly logistics solutions.
- Smart lockers with enhanced security features: Biometric verification, AI-powered surveillance and energy-efficient systems.
- Deeper integration with e-commerce and re-commerce platforms: Advanced API connectivity to improve transaction fluidity and user experience.
Conclusion
Poland’s OOH delivery market, supported by the largest APM network in Europe, offers a compelling case study in innovation and logistical efficiency. As e-commerce and re-commerce continue to grow, carrier preferences will be shaped by price competitiveness, technological innovation, service flexibility, delivery quality, brand reputation and network coverage.
Carriers that prioritize these factors and align with evolving consumer expectations will dominate the OOH logistics landscape in Poland. The future belongs to those who leverage smart technology, optimize operational efficiency and deliver unparalleled convenience to both businesses and consumers.