This paper explores the development of consumer position in the digital sphere in terms of cross-border package delivery in the European Union. The starting point of the paper is a strategy that seeks to establish a unique digital market across the EU together with the cross-border e-commerce rules that would contribute to transparency and strengthen the consumer's position. This paper focuses on the delivery itself, and accordingly, it first devotes itself to the development of the regulation of postal services in the Union area, which started with the adoption of postal directives. Afterwards, the paper explores regulations which address the issues that the development of the modern world and the growing presence of the internet carry with them. In this part of the paper special attention is devoted to the recently adopted regulations that regulate the cross-border delivery itself and the ban on the unjustified geo-blocking, since the need to regulate these areas is increasing because trade is more and more present in the digital sphere and this brings with it the possibility of misuse. At the end of the paper, a short overview of the strategy for the development of digital postal services in the Republic of Croatia is presented.