RT Journal Article
T1 Rethinking e-commerce deliveries: customer preferences and co-creation
A1 Turienzo Riveiro, Javier
K1 Business model
K1 Logistics
K1 E-commerce
K1 Co-creation value
K1 Cyber-safe
AB Objective and interest of the work: This study aims to assess e-commerce services and delivery strategies from a co-creation perspective, focusing on customer preferences in the evolving European retail landscape. Specifically, it seeks to support the redesign of delivery strategies by analysing how consumer expectations and engagement can influence the development of value-added services. By analysing the evolution of consumer purchasing patterns in response to social and environmental changes, the study investigates how retail companies can adapt their business models to meet customer expectations.Methodology: A quantitative research approach was employed, analysing data from 521 participants. The study collected a range of consumer preferences and socioeconomic characteristics to cluster the emerging trends. Results: The findings indicate that complementary business models can coexist, shape by diverse customer expectations. Additionally, the level of service demand appears consistent across different income and occupation levels. There is an interest in value co-creation, specifically through scheduled deliveries or locker pickups, among individuals with higher occupational levels. In parallel, the study reveals the benefits of combining the service-dominant logic with the co-creation value in the analysis of customer needs  and business strategy.Limitations: The study is limited to a sample of 521 geographically distributed European participants, which may not fully capture the diversity of consumer behaviour across all regions.Practical implications: The research identifies new purchasing trends. The study therefore supports the design of flexible retail business models based on customer-centric services, as well as sustainable, cyber-safe and collaborative deliveries.
PB ESIC University
SN 0212-1867
YR 2026
FD 2026-04-30
LK https://hdl.handle.net/10347/47076
UL https://hdl.handle.net/10347/47076
LA eng
NO Turienzo, J. (2026). Rethinking e-commerce deliveries: customer preferences and co-creation. ESIC Market, 57(1), e483. https://doi.org/10.7200/esicm.57.483
NO Funding for proofreading: Cátedra de Economía de la Ciberseguridad USC-INCIBE (CECOCIB).
DS Minerva
RD 6 jun 2026