Out-of-home delivery is no longer a question of consumer acceptance. That fight is over. The real question for retailers in 2026 is who controls the OOH network in each of their markets, and whether they have a seat at that table. Drawing on data from 19+ European markets and a decade of operator experience, this session gives retail supply chain leaders a clear diagnostic: a four-archetype framework to identify where each of their key markets sits, an honest test for how late they already are, and three strategic plays for retailers who want to shape the next decade of European last mile rather than pay rent on someone else's customer relationship.