A Consumer-Centric Approach to Quantify Efficiency of Receiving Goods Purchased via Online: Article No. 101465

Virtual participation in shopping activities has increased exponentially in the past four years compared to the last couple of decades. E-tailing or online shopping offers the convenience of goods reaching a consumer instead of a consumer traveling to a store, but it has downsides like geographical service variability and negative social externalities such as increased energy consumption and emissions. This study proposes a novel approach to quantify e-tailing efficiency from the consumers' viewpoint. The methodology is innovative in its integration of accessibility theory with energy and cost impedance factors and consideration of delivering and picking up goods purchased via online. The methodology is implemented for the San Francisco Bay Area and is subject to scenarios that see enhancements to various facets of online shopping delivery. Results demonstrate that increasing the frequency of e-commerce deliveries helps improve e-tailing efficiency in rural locations, while improvements in energy and cost aspects of delivery modes are seen to improve e-tailing efficiencies in the central parts of the region. The approach proposed can provide valuable insights on where people have limited benefits from online shopping and how emerging delivery mechanisms can change the quality of the e-commerce experience within a city. This research offers a replicable framework for assessing e-commerce systems in diverse geographic contexts, contributing to the development of equitable and environmentally sustainable urban freight systems.