Pickup Points vs Door Delivery: Offering Both Options to Maximize Conversions

"

Delivery preference varies dramatically by market. Nordic consumers (Sweden, Finland) and Israeli shoppers strongly prefer pickup point collection—often 60-70% of orders. US and UK consumers typically prefer door delivery. Forcing one option onto customers who prefer the other reduces conversion rates and increases failed deliveries. The solution: offer both options and let customers choose. Pickup points reduce failed deliveries (no missed doorstep deliveries), while door delivery serves convenience-focused customers. Markets with strong pickup networks (PostNord in Sweden, Posti in Finland, HFD in Israel) make pickup the operationally superior choice for many orders. The right approach isn't picking one—it's accommodating regional preferences.

"

---

Markets That Prefer Pickup Points

Sweden:

• PostNord Mypack Collect (pickup) is the most popular option
• Consumers accustomed to collect point culture
• Many prefer pickup near work or during shopping trips

Finland:

• Posti pickup points widely used
• Self-collection considered normal, not inconvenient
• Door delivery available but pickup often preferred

Israel:

• HFD network covers 1,000+ locations
• Strong preference for pickup flexibility
• Fewer missed deliveries with pickup option

Why these markets prefer pickup:

• Apartment living (no secure doorstep)
• Work schedules make home delivery inconvenient
• Cultural familiarity with collection points
• Often more convenient locations than home

Markets That Prefer Door Delivery

United States:

• Home delivery is the default expectation
• Large houses with secure porches
• Doorstep delivery culture established

United Kingdom:

• Door delivery preferred but pickup growing
• Royal Mail letterbox delivery common
• Convenience of home delivery valued

Why these markets prefer door delivery:

• Single-family homes with delivery options
• Established delivery infrastructure
• Expectation of Amazon-style convenience

Markets with Mixed Preferences

Germany:

• Both options widely used
• DHL Packstations popular in urban areas
• Door delivery still common

Netherlands:

• PostNL pickup points available
• Relatively small country, delivery quick either way
• Both options acceptable

Conversion Impact

Single option (pickup only or door only):

• Customers who prefer the other option may abandon cart
• Forced into unwanted delivery experience
• Higher post-purchase dissatisfaction

Both options available:

• Customers choose their preference
• Higher checkout completion
• Better delivery experience

Estimated conversion impact: Offering preferred delivery option can increase conversion by 5-15% in markets with strong preferences.

Failed Delivery Reduction

Door delivery failure scenarios:

• Customer not home during delivery attempt
• Incorrect address or access issues
• Package theft from doorstep
• Apartment buildings without secure access

Pickup point advantages:

• No missed delivery attempts
• Secure package storage
• Flexible collection timing
• Clear notification when available

Failed delivery cost: Each failed delivery attempt costs $5-15 in re-delivery fees, customer service time, and potential refunds. Pickup points eliminate most of these failures.

Pickup Point Delivery

Process:

1. Package shipped to destination country
2. Assigned to nearest pickup point to customer address
3. Customer notified via SMS/email when available
4. Customer collects within time window (typically 7-14 days)
5. If uncollected, package returned

Best for:

• Customers not reliably home
• Apartment buildings
• Those who prefer collection flexibility
• Markets with strong pickup culture

Door Delivery

Process:

1. Package shipped to destination country
2. Delivered directly to customer address
3. Delivery attempt during standard hours
4. If not deliverable, carrier follows local process (re-attempt, neighbor, pickup conversion)

Best for:

• Customers working from home
• Houses with secure delivery locations
• Those who value convenience
• Markets where door delivery is expected

Option 1: Market-Based Default

Set default based on market preference, allow change:

Pros: Matches most common preference automatically. Cons: Some customers might not notice alternative option.

Option 2: Customer Choice at Checkout

Present both options clearly during checkout:

Delivery Options:
○ Pickup Point Collection (Free)
  Collect at your convenience from nearby location

○ Home Delivery ($X extra or included)
  Delivered directly to your address

Pros: Customer explicitly chooses, maximum satisfaction. Cons: Adds decision point to checkout (potential friction).

Option 3: Product-Based Assignment

Assign delivery method based on product characteristics:

Pros: Optimized for product type. Cons: Ignores customer preference.

Sweden: PostNord Mypack Collect

Finland: Posti

Israel: HFD

Germany: DHL Packstations + Other

Direct Costs

Indirect Costs

Net economics: Pickup often more economical when accounting for indirect costs.

For Pickup Point Orders

Order confirmation: "Your order will be delivered to a pickup point near [address]. We'll notify you when it's ready for collection."

Ready for collection: "Your package is ready! Collect from [location name, address] before [date]. Hours: [hours]."

Reminder (if needed): "Reminder: Your package is waiting at [location]. Please collect by [date] to avoid return."

For Door Delivery Orders

Order confirmation: "Your order will be delivered to [address]. Estimated delivery: [date range]."

Out for delivery: "Your package is out for delivery today."

Delivered: "Your package was delivered to [location/method]."

Which delivery method is more reliable?

Pickup points have higher successful delivery rates (fewer missed deliveries). Door delivery can fail if customer isn't home or address is problematic.

Can customers change delivery method after ordering?

Often yes, depending on where the package is in transit. Changes are easiest before final sorting in destination country.

What happens if a pickup point package isn't collected?

After the collection window (typically 7-14 days), packages are returned. This results in return shipping costs and order cancellation.

Is door delivery always more expensive?

Not always—it depends on the market and carrier. In some markets, the costs are equivalent. The bigger cost difference is in failed delivery handling.

How do customers know their nearest pickup point?

Most checkout integrations show nearby pickup points based on customer address. Alternatively, the carrier assigns the nearest point automatically.

---

Delivery preference isn't universal—it varies dramatically by market. Nordic and Israeli consumers prefer pickup points. US consumers prefer door delivery. Other markets are mixed.

The mistake is assuming your preference applies everywhere. The solution is offering options that match regional expectations.

Pickup points aren't an inferior option—for many markets, they're the preferred experience. Offering both options maximizes conversion, reduces failed deliveries, and meets customers where they are.

Let customers choose. They know their preferences better than you do.