As cities face the dual challenge of growing e-commerce and the need for more sustainable urban mobility, improving last-mile delivery becomes essential, especially in the fast-growing sector of online groceries. A recent study explores how crowdshipping, where in-store shoppers deliver groceries to other customers, can offer a promising alternative to traditional van-based delivery models.
Integrating Crowdshipping into E-Grocery
The study focuses on the San Paolo neighborhood in Rome, testing different e-grocery delivery configurations. It compares two scenarios: one where crowdshippers make no detours and another where they allow detours to make deliveries. A coordinated modelling framework considers factors like customers’ willingness to crowdship, their social networks, and channel choice preferences.
Key performance indicators include: kilometres driven, shopping time, number of crowdshippers and recipients, customer participation, and satisfaction.
Key Findings
- Substantial reduction in delivery kilometres: When in-store customers act as crowdshippers, especially when willing to make detours, the total kilometres driven by delivery vehicles drop significantly.
- Improved delivery efficiency: Using customers who are already present in the store aligns naturally with the logistics process, avoiding extra trips for pick-up and requiring minimal behavioral change.
- Increased accessibility and flexibility: More delivery opportunities arise when crowdshippers accept detours, improving service coverage and responsiveness.
- Environmental benefits: Though not directly quantified in this study, reduced vehicle kilometres likely correlate with lower emissions, especially when integrated with sustainable transport modes.
Policy and Practical Implications
To scale this model effectively, the study recommends:
- Incentivising participation through loyalty points or discounts.
- Ensuring reliability through the use of reputational systems and smart contracts.
- Embedding sustainability with communication, gamification, and soft regulations.
- Integrating policies that align public-private partnerships in urban logistics, ideally within frameworks like Sustainable Urban Mobility Plans (SUMPs).
Challenges and Next Steps
While the San Paolo case provides promising results, broader application needs caution. Urban density, infrastructure, and transport culture vary widely. Further research is required to:
- Test real-world pilot programs
- Address operational constraints (e.g., load limits)
- Refine theoretical models with real behavioural data
- Design effective and equitable incentive structures.
Final Thought
Crowdshipping may not replace all forms of urban delivery, but as part of a hybrid solution, it offers a low-friction, scalable, and sustainable complement to conventional e-grocery logistics. As cities evolve, integrating citizen participation into urban freight could be a smart way forward, economically and ecologically.
Also read: Will ‘social delivery’ boost online grocery shopping?