Trazando caminos sostenibles en el comercio electrónico: Un estudio exploratorio sobre soluciones innovadoras

The interest in last mile and its impact on sustainability, considered the most important factor in e-commerce, have grown as online sales have increased. This interest has been reflected in the literature, which has sought to analyse new sustainable last-mile strategies. However, some of these solutions have only been implemented in specific cases with a limited geographical scope. The purpose of this article is to provide a comprehensive analysis of retailers’ perspectives on sustainability and to identify which sustainable innovations retailers are implementing in their last-mile strategies. To achieve this, an exploratory study based on 15 semi-structured interviews with e-retailers was carried out. As a result, 11 innovative solutions were identified. These include the redesign of vehicle fleets, the design of routes based on demand density or the use of collection points for reverse logistics, among others. These findings will serve as a guide for the implementation of sustainable last-mile strategies, focusing on the innovations identified in this paper and how e-retailers have implemented them.