Since the 1980s, studies in logistics and SCM have continually focused on the control of time and space to obtain a sustainable, competitive advantage. The most sophisticated models underline that tightening of deadlines in a JIT economy is essential to all supply chain members to satisfy an increasingly chrono-sensitive customer. The aim of the article is to question this dominant paradigm from a synthesis of various academic studies, showing that slowness logistics can appear to be efficient in a more low-cost than high-tech perspective. Numerous illustrations from online shopping and retailing industry show that it is possible to act on a more substantial delivery time and recurring out-of-stocks while attracting customers who consider themselves satisfied.