Doddle, the collection and returns service, has commenced operations, with a ceremony marking the launch at its London Waterloo store.
The service is a joint venture between Network Rail and entrepreneur Lloyd Dorfman.
The launch ceremony held at the London Waterloo branch, attended by The Only Way is Essex stars Joey Essex and Sam Faiers, marked the opening of three stores – Milton Keynes and Chelmsford.
Doddle provides customers of any online retailer collection and returns points, which it believes will simplify the process of online shopping.
Tim Robinson, Doddle chief executive officer, said: “We are all too familiar with having to queue up on a Saturday morning to collect our parcels or getting home to find we’ve missed the delivery.”
The firm has said that it will be opening further stores in London, Southampton, Woking, Birmingham, Glasgow, Basingstoke, Three Bridges, Tonbridge, and Bromley South in the next four weeks, with a further 30 store-openings planned before Christmas.