Why do you need to go to this process on receiving payments to your Electrum wallet address? When Coinbase itself has a
commerce service where you can accept BTC payments directly to your Coinbase wallet and even in your bank account. Coinbase also has a competitor named Bitpay which also offers the same service. Both of them can be good for your setup as website integration will be much easier if you choose either of the services I mentioned. Also you will be incurring additional cost just by transferring your earnings from Electrum to Coinbase because of network fees.
Maybe that he doesn't want to use a centralized party to do something he doesn't need anyone for? I'm happy to see that someone is willing to take care of his own business instead of using external parties.
BitPay is not a good service. They use a different payment format that isn't supported by all wallets, plus they force people paying for goods to include an additional fee, which is retarded. People should avoid BitPay at all cost.