Examples provide order fulfillment that includes receiving an online order from a user. An initial distribution hub for delivery of the order is identified and the order routed from the initial distribution hub to an intermediate hub. A notification of receipt of the order at the intermediate hub is received and a user location is determined. A plurality of options for routing the order to a next hub based on the user location and a cost associated with routing the order to the next hub are identified. The cost is based on a bidding process performed among a plurality of possible hubs to which the order will be routed. The order is routed to the next hub in response to a user confirmation of acceptance of a change in delivery location for the order.