Background: The last-mile logistics of the supply chain is often the most expensive part for an e-commerce retailer. It is also according to Lim and Srai (2018) where the consumers are the most demanding. It is no longer exclusively the e-commerce retailers’ job to choose the delivery method of the parcel they are sending out to their customer. As a consumer in Sweden today, you will often get the option to choose how you want your online order to be delivered. The result of consumers wanting to have more of a say in how their parcel is delivered is that the carrier companies now compete for the opportunity to deliver parcels (Post- och telestyrelsen 2020). 

Purpose: This master’s thesis has as a purpose to investigate what reasoning there is behindthe choices the actors in B2C last-mile delivery make when it comes to their offerings ofdelivery options, and their chosen strategy. As e-commerce retailing has grown in hugeproportions during the last decades, there will also be a focus on what the industry mightdevelop into, as this will have an impact on the actors in the industry. There is a lack of insightinto the subject of this study, i.e. how e-commerce retailers and parcel carriers tackle theconstantly changing world of last-mile logistics. To help answer the purpose of the master’sthesis, literature on last-mile parcel delivery was compiled together with theories such as agencytheory, co-opetition, dynamic capabilities, and transaction cost analysis.

Research questions: What should the different actors in B2C last-mile delivery take intoaccount when developing their parcel delivery strategy? What will the future of B2C parceldeliveries look like according to the different actors in B2C last-mile delivery?

Methodology: The study used a qualitative method with an abductive reasoning. Thequalitative method that was used for collecting the data was qualitative semi-structuredinterviews. As this master’s thesis has a focus on the actors in B2C last-mile delivery, theinterviews were conducted with professionals within the e-commerce retailing, parcel carrier,and last-mile logistics industry.

Conclusion: The study then concludes that the e-commerce retailer will try to adapt theirdelivery offerings based on what the consumers wish, and to be able to do this, the e-commerceretailer need to be flexible in their offerings. The parcel carriers need to keep in mind that theyhave a dependency towards the e-commerce retailers. The option of co-opetition is alsosomething that they should consider. It is important for the last-mile logistics companies to beaware of all this as they are working with both e-commerce retailers and parcel carriers. Thefindings of the study show that many believe that the future of parcel delivery will be to useparcel lockers. What needs to be kept in mind is that it is important for the consumer to be ableto choose when, where, and how their parcel is delivered. This master’s thesis can be used bye-commerce retailers, parcel carriers, and last-mile logistics companies, to gain insight intowhat the parcel delivery market looks like today, and what is important for all actors on it.