Best prices Special offers for members of the PWE book club The cheapest delivery
DOI: 10.33226/1231-2037.2024.1.2
JEL: F50, R41, R42

Comparative analysis of study results on e-commerce customer preferences in last-mile delivery in Poland

The main aim of the paper is a comparative analysis of the research results presented in four research projects on e-customer preferences in last-mile delivery conducted recently on the Polish e-commerce market as: Gemius Poland, PostNord and Łukasiewicz Research Network – Institute of Logistics and Warehousing Network, and own research financed by Polish National Science Center under the title "Sustainable last-mile logistics and e-commerce returns. Perspective of various stakeholder groups". E-customers in Poland are mainly guided by price, safety and delivery service standards; trust in the supplier is also important. Interestingly, in the context of the development of pro-ecological trends, it is still of minor importance for Polish e-customers whether the delivery is environmentally-friendly, including whether it is possible to return the goods in an "environment-friendly" manner. A comparative analysis of research projects regarding e-customer preferences allows to identify similarities and differences in the scope of research results, identify a cognitive gap, and define directions and recommendations for further e-customer market research. The results obtained may also contribute to the formulation of recommendations for e-commerce and logistics companies regarding e-customer preferences for last-mile delivery to increase customer satisfaction, improve efficiency, and create competitiveness.

Download article
Keywords: e-commerce; last-mile delivery; e-customer preferences; comparative analysis; meta-analysis



Allen, M. R., Fuglestvedt, J., Shine, K., Reisinger, A., Pierrehumbert, R. T., & Forster, P. M. (2016). New use of global warming potentials to compare cumulative and short-lived climate pollutants. Nature Climate Change, 6, 773–776.

Brown, J. R., & Guiffrida, A. L. (2014). Carbon emissions comparison of last mile delivery versus customer pickup. International Journal of Logistics Research and Applications, 17(6), 503–521.

Cai, L., Yuen, F. Y., Xie, D., Fang, M., & Wang, X. (2021). Consumer's usage of logistics technologies: Integration of habit into the unified theory of acceptance and use of technology. Technology in Society, 67, 101789.

Caspersen, E., & Navrud, S. (2021). The sharing economy and consumer preferences for environmentally sustainable last mile deliveries. Transportation Research Part D: Transport and Environment, 95.

Castillo, V. E., Bell, J. E., Rose, W. J., & Rodrigues, A. M. (2017). Crowdsourcing last mile delivery: Strategic implications and future research directions. Journal of Business Logistics, 39(1), 7–25.

Chaberek, G. (2021). The Possibility of reducing individual motorised traffic through the location of collection points using the example of Gdańsk, Poland. Sustainability, 13(19), 10661.

Colliers. (2021). Rudolf sam sobie nie poradzi – rynek automatów paczkowych w Polsce – raport rynkowy. (accessed 22.01.2022).

van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84, 523–538.

Gatta, V., Marcucci, E., Maltese, I., Iannaccone, G., & Fan J. (2021). E-groceries: A channel choice analysis in Shanghai. Sustainability, 13(7), 3625.

Gemius. (2020). E-commerce w Polsce 2020 – raport Gemius. Gemius. (accessed 22.01.2022).

Gemius. (2021). E-commerce w Polsce 2021 – raport Gemius. (accessed 22.01.2022).

Hagen, T., & Scheel-Kopeinig, S. (2021). Would customers be willing to use an alternative (chargeable) delivery concept for the last mile? Research in Transportation Business & Management, 39.

He, Z., & Haasis, H.-D. (2019). Integration of urban freight innovations: Sustainable inner-urban intermodal transportation in the retail/postal industry. Sustainability, 11(6), 1749.

Hischier, R. (2018). Car vs. packaging – a first simple (environmental) sustainability assesment of our changing shopping behaviour. Sustainability, 10(9), 1–15.

Iannaccone, G., Marcucci, E., & Gatta, V. (2021). What young e-consumers want? Forecasting parcel lockers choice in Rome. Logistics, 5(3), 57.

Iwan, S., Kijewska, K., & Lemke, J. (2016). Analysis of parcel lockers' efficiency as the last mile delivery solution – The results of the research in Poland. Transportation Research Procedia, 12, 644–655.

Jiang, X., Chang, H., Zhao, S., Dong, J., & Lu, W. (2019). A travelling salesman problem with carbon emission reduction in the last mile delivery. IEEE Access, 7, 61620–61627.

Jiang, X., Wang, H., Guo, X., & Gong, X. (2019). Using the FAHP, ISM, and MICMAC approaches to study the sustainability influencing factors of the last mile delivery of rural e-commerce logistics. Sustainability, 11(14), 3937.

Kawa, A., & Pierański, B. (2021). Green logistics in e-commerce. Logforum, 17(2), 183–192.

Kiba-Janiak, M., Marcinkowski, J., Jagoda, A., & Skowrońska, A. (2021). Sustainable last mile delivery on e-commerce market in cities from the perspective of various stakeholders. Literature review. Sustainable Cities and Society, 71, 102984.

Kitjacharoenchai, P., Ventresca, M., Moshref-Javadi, M., Lee, S., Tanchoco, J. M. A., & Brunese, P. A. (2019). Multiple traveling salesman problem with drones: Mathematical model and heuristic approach. Computers & Industrial Engineering, 129, 14–30.

Leung, K. H., Choy, K. L., Siu, P. K. Y., Ho, G. T. S., Lam, H. Y., & Lee, C. K. M. (2018). A B2C e-commerce intelligent system for re-engineering the e-order fulfilment process. Expert Systems with Applications, 91, 386–401.

Lin, L., Han, H., Yan, W., Nakayama, S., & Shu, X. (2019). Measuring spatial accessibility to pick-up service considering differentiated supply and demand: A case in Hangzhou, China. Sustainability; 11(12), 3448.

Madlenak, R., & Madlenakova, L. (2020). Multi-criteria evaluation of e-shop methods of delivery from the customer's perspective. Transport Problems, 15(1), 5–14.

Maltese, I., Le Pira, M., Marcucci, E., Gatta, V., & Evangelinos, C. (2021). Grocery or @grocery: A stated preference investigation in Rome and Milan. Research in Transportation Economics, 87, 101096.

Mehlawat, M. K., Gupta, P., & Khaitan, A. (2021). Multiobjective fuzzy vehicle routing using Twitter data: Reimagining the delivery of essential goods. International Journal of Intelligent Systems, 36(7), 3566–3595.

Mucowska, M. (2021). Trends of environmentally sustainable solutions of urban last-mile deliveries on the e-commerce market: A literature review. Sustainability, 13, 5894.

Nguyen, N. N., Rana, A., & Goldman, C. (2019). Proteasome ß5 subunit overexpression improves proteostasis during aging and extends lifespan in Drosophila melanogaster. Scientific Reports, 9, 3170.

NordPost. (2021). E-commerce in Europe 2020. NordPost., (accessed 22.01.2022).

Oláh, J., Kitukutha, N., Haddad, H., Pakurár, M., Máté, D., & Popp, J. (2019). Achieving sustainable e-commerce in environmental, social and economic dimensions by taking possible trade-offs. Sustainability, 11(1), 89, 1–20.

Olsson, J., Hellström, D., & Palsson, H. (2019). Framework of last mile logistics research: A systematic review of the literature. Sustainability, 11(24), 7131.

Perianes-Rodriguez, A., Waltman, L., & van Eck, N. J. (2016). Constructing bibliometric networks: A comparison between full and fractional counting. Journal of Informetrics, 10(4), 1178–1195.

Rigby, D. (2011). The future of shopping. Harvard Business Review, (12), 65–76.

Seghezzi, A., &, Mangiaracina, R. (2021). On-demand food delivery: Investigating the economic performances. International Journal of Retail & Distribution Management, 49(4), 531–549.

Tanaka, K., Kozawa, K., & Araoka, K. (2018). Estimation of delivery time considering with stochastic service times. Advances in Transdisciplinary Engineering, 7, 857–866.

Taylor, D., Brockhaus, S., Knemeyer, A. M., & Murphy, P. (2019). Omnichannel fulfillment strategies: Defining the concept and building an agenda for future inquiry. The International Journal of Logistics Management, 30(3), 863–891.

Vakulenko, Y., Hellström, D., & Hjort, K. (2018). What's in the parcel locker? Exploring customer value in e-commerce last mile delivery. Journal of Business Research, 88, 421–427.

Waltman, L., van Eck, N. J., & Noyons, E. C. M. (2010). A unified approach to mapping and clustering of bibliometric networks. Journal of Informetrics, 4(4), 629–635.

Wang, R., Balkanski, Y., Boucher, O., Ciais, P., Schuster, G. L., Chevallier, F., & Tao, S. (2016). Estimation of global black carbon direct radiative forcing and its uncertainty constrained by observations. Journal of Geophysical Research, 121(10), 5948–5971.

Wang, X., Uuen, K. F., Wong, Y. D., & Teo, C. C. (2018). An innovation diffusion perspective of e-consumers' initial adoption of self-collection service via automated parcel station The International Journal of Logistics Management, 29(1), 237–260.

Wang, X., Wong, Y. D., Teo, C. C., Yuen, K. F., & Feng, X. (2020). The four facets of self-collection service for e-commerce delivery: Conceptualisation and latent class analysis of user segments. Electronic Commerce Research and Applications, 39, 100896.

Wang, Y., Zhang, D., Liu, Q., Shen, F., & Lee, L. H. (2016). Towards enhancing the last-mile delivery: An effective crowd-tasking model with scalable solutions. Transportation Research Part E: Logistics and Transportation Review, 93, 279–293.

Yuen, K. F., Wang, X., Wendy, N. L. T., & Wong, Y. D. (2018). An investigation of customers' intention to use self-collection services for last-mile delivery. Transport Policy, 66, 1–8.

Article price
Price of the magazine number
113.00 €
Lowest price in last 30 days: 91.00
get subscription