e-Commerce is the fastest-growing sales channel, while omni-channel retailing is becoming the new retailing standard. Omni-channel logistics is an essential complex aspect of omni-channel retailing, especially considering the increased consumer demand for seamless shopping experiences. This systematic literature review aims to synthesize the contemporary e-commerce logistics literature and to develop a logistics decision framework. This review shows how the focus of e-commerce logistics literature has evolved to multi-channel logistics, and lately to omni-channel logistics. The recent boom in omni-channel logistics publications highlights the importance of logistics in omni-channel retailing with increased complexity and a myriad of logistics design options. An omni-channel logistics decision framework covering 43 decision elements within supply and internal distribution, last mile consumer steering, last mile back-end fulfilment, last mile delivery, and reverse logistics is created by synthesizing 373 articles. This review identifies research opportunities and encourages researchers to complement existing narrower studies with broader empirical studies focusing on the elements? interplay, and configuration studies associated with firm performance. The framework and future research avenues support retail executives in designing logistics, in decision-making and in developing strategies.

Purpose

In light of the recent dynamics, this paper aims to explore the last mile (LM) of e-commerce retailers. Two research questions are developed (1) What firm characteristics are critical in LM practices? and (2) How do LM practices differ based on the identified critical firm characteristics?

Design/methodology/approach

Data were collected via 10 interviews with e-commerce executives, as well as a survey on 200 e-commerce firms in different retail sectors in Sweden.

Findings

“Firm Size” and “Sales Channel-Mix” appear to be the top critical firm characteristics in LM practices. While last mile delivery (LMDe) was found to vary more based on sales channel mix than firm size, the opposite occurs for last mile back-end fulfilment (LMBF). Moreover, last mile consumer steering (LMCS) was found to vary only with sales channel-mix. Unexpectedly, primarily store-based retailers capitalize on their stores while offering competitive remote services; they hence compete indirectly with their existing store network.

Originality/value

While most prior work has focused on LMBF and LMDe for strategizing, the consumer-steering aspect seems to have been a missing link. This study develops an integrated framework for LM strategy planning, incorporating LMCS, LMBF and LMDe. New aspects such as the environment, specialization and inventory management are included. The findings provide insights for executives when strategizing, undertaking competition analysis and positioning the firm.

Purpose The purpose is to explore how the configurations resulting from the interplay of last mile logistics practices and firm characteristics are associated with firm performance in an omni-channel context. Design/methodology/approach Drawing on configuration theory (CT), the authors use fuzzy-set qualitative comparative analysis (fsQCA) to analyze data on 72 Swedish omni-channel retailers. Findings Four configurations are identified—store-oriented small and medium-sized enterprises (SME's), online-oriented SME's, large store-oriented retailers and large online-oriented retailers. The results show that while offering a wide range of delivery options is necessary to achieve high performance, it is not sufficient, and that returns and fulfilment should be simultaneously considered. For instance, large high-performers leverage their stores and warehouses for fulfilment and returns in an integrated way irrespective of sales channel-mix. However, SME's appear to focus on fulfilment simplicity with less-costly delivery alternatives, where store-oriented SME's leverage stores and the online-oriented counterparts leverage warehouses. Consequently, the authors develop a configurational taxonomy and discuss a set of recipes which provide insights for researchers and practitioners. Research limitations/implications The study provides a more comprehensive understanding of the pathways to success, and potential pitfalls, in the last mile logistics context. Originality/value This study applies a novel methodology in the field, namely fsQCA, to explore the paths to competitive advantage. It covers a wide range of stages in the LM including back-end fulfilment, delivery and returns. It also provides insight into the logistics practices of both SME's and large omni-channel retailers.