Customers in action: Involving crowdshippers in e-grocery deliveries

Improving last-mile deliveries in cities is fundamental to reconciling economic growth with sustainability, especially considering e-groceries’ role. This paper explores grocery system configurations, accounting for service efficiency and crowdshippers’ accessibility, by jointly considering customers’ channel choices, customers’ willingness to act as crowdshippers, alternative delivery options, and comparing a no-detour case and a with-detour alternative. The paper proposes an integrated and coordinated modelling approach to explore alternative e-grocery scenarios, including crowdshipping as a possible alternative delivery option. The key Performance Indicators the paper uses are kilometres driven, shopping time, channel choices, and the number of crowdshippers/receivers. Results indicate that crowdshipping can significantly reduce delivery vehicle Kms driven while improving delivery efficiency and accessibility, and this is greatest when customers take detours. The practical implementation of the solution suggests encouraging participation, ensuring reliability, promoting sustainable practices, and supporting policy integration.