The Clock is Ticking: A Quantitative Study of Consumer Expectations in Last-mile E-logistics

Customers place great value on the timely delivery of goods purchased online. This study explores how time preferences influence consumer satisfaction regarding e-commerce delivery, examines consumers’ willingness to pay for time-sensitive services and analyzes the role of demographic factors in shaping last-mile delivery expectations. We have collected 700 questionnaires and performed statistical and econometric analysis. Results reveal that while demographic variables affect consumers’ time preferences, certain behaviours, such as willingness to pay a premium for faster delivery, are less strongly associated with them. Education is the most influential factor, as highly educated individuals are less satisfied with delivery times, more likely to abandon shopping carts, prefer flexible delivery options and show greater willingness to pay extra for enhanced services. This article highlights the strategic role of time in last-mile delivery services and offers actionable insights for e-commerce stakeholders to better align with evolving consumer expectations.