Turienzo Riveiro, Javier2026-05-052026-05-052026-04-30Turienzo, J. (2026). Rethinking e-commerce deliveries: customer preferences and co-creation. ESIC Market, 57(1), e483. https://doi.org/10.7200/esicm.57.4830212-1867https://hdl.handle.net/10347/47076Objective 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.engCC-BYAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/Business modelLogisticsE-commerceCo-creation valueCyber-safejournal article10.7200/esicm.57.4831989-3558open access