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

Authors: Christian Straubert

Addresses: University of Bamberg, Feldkirchenstraße 21, 96052 Bamberg, Germany

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.

Keywords: B2C e-commerce electric commerce; logistics strategy; theoretical framework; competition; trends.

DOI: 10.1504/IJSTL.2022.120673

International Journal of Shipping and Transport Logistics, 2022 Vol.14 No.1/2, pp.78 - 93

Received: 06 Feb 2020
Accepted: 05 Dec 2020
Published online: 02 Feb 2022 *

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