A theoretical framework for the logistics strategies of B2C e-commerce retailers based on current trends in the industry

Abstract

In B2C e-commerce, logistics is highly visible and very important to customers. It is therefore important that e-tailers have a strategy for the type of logistics services they want to offer, i.e., how they position themselves compared to their competitors. This paper aims to develop a theoretical framework for logistics strategies within the B2C e-commerce market. The theoretical framework developed in this paper is based on two sources of information: extensive quantitative data concerning the current and future trends in B2C e-commerce logistics and well-known models concerning competitive strategy. We find that B2C e-commerce logistics can be categorised into three main strategies: the 'logistics industry leaders' strategy, the 'logistics efficiency seekers' strategy, and the 'logistics niche concepts' strategy. We argue that because of the strong economies of scale in B2C e-commerce, logistics industry leaders are in a disproportionately strong position, especially compared to logistics efficiency seekers. The emphasis on competitive advantages and market positioning based on the logistics services offered by e-tailers is a new perspective that has not yet been discussed in the literature.