The commoditisation of PUDO lockers alongside flurry of new entrants is creating a race to the bottom
The PUDO space has gone mad, according to Jacob Hinson, Founder at eLocker.
In a LinkedIn post, he said: "Every few months, there’s another locker company launch. Another brand. Another “network” that looks identical to the last one. From the outside, they’re all the same - ugly lockers on street corners, screens, QR codes, and a promise of convenience."
"Almost every solution today is kiosk-based. You walk up, type or scan, and collect or return. It’s the same experience everywhere. You’d struggle to tell one from another if you covered up the logo. The providers of these solutions just fade into the background."
The commoditisation of PUDO lockers alongside the mass of new entrants will almost certainly create a race to the bottom, Hinson believes.
"I have to believe there are differences under the surface - maybe in the tech stack, service model, or data capture - but those things are almost impossible to message clearly to PUDO network operations. The value isn’t visible. That’s the real issue. When every company looks and feels identical, the market stops innovating. It becomes about price, not product. And that’s where the race to the bottom begins."
"What’s worse is that PUDO often pulls customers away from bricks and mortar stores. It doesn’t drive footfall; it redirects it. That might feel convenient in the short term, but it slowly erodes the local retail ecosystem that these networks depend on. Not to mention a further erosion of the high street."
At some point, there has to be consolidation, he believes. It will be impossible for so many players to survive long-term when they’re all chasing the same parcels, in the same places, with the same pitch.
Hinson concluded: "Yes, as younger people gain more disposable income, demand for convenience will grow. The total market will expand. But that growth won’t justify endless duplication. In ten years, I can’t see thirty companies offering the same thing and all still existing. The ones that make it will be those that truly stand for something clear, not just boxes and branding, but a real difference in experience and value."
2025 RTIH INNOVATION AWARDS
Online delivery was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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