Trazando caminos sostenibles en el comercio electrónico: Un estudio exploratorio sobre soluciones innovadoras

• Iria González Romero ^[1] ; Juan Bastero Sellán ^[2] ; J.Carlos Prado Prado ^[2]
  1. [1] Univers
  2. [2] Universidad de Vigo
• Localización: Dirección y organización: Revista de dirección, organización y administración de empresas, ISSN 1132-175X, Nº 85, 2025, págs. 57-66
• Idioma: español
• DOI: 10.37610/85.690
• Títulos paralelos:
  • Charting sustainable paths in e-commerce: an exploratory study on innovative solutions
• Enlaces
  • Texto Completo Ejemplar
• Resumen
  • español

    El interés sobre la última milla y su impacto sobre la sostenibilidad, considerada uno de los factores más importante en el comercio electrónico, han ido aumentando conforme han crecido las ventas online. Sin embargo, la implantación de solu-ciones innovadoras sostenibles planteadas en la literatura no está siendo masiva. El objetivo de este artículo es compren-der la perspectiva de los minoristas online sobre la sostenibilidad, así como identificar qué innovaciones sostenibles están implementando en sus estrategias de última milla. Para ello, se desarrolló un estudio exploratorio basado en 15 entrevistas semiestructuradas con minoristas online. Como resultado, se identificaron 11 soluciones innovadoras

  • English

    The interest in last mile and its impact on sustainability, considered the most important factor in e-commerce, have grown as online sales have increased. This interest has been reflected in the literature, which has sought to analyse new sustainable last-mile strategies. However, some of these solutions have only been implemented in specific cases with a limited geographical scope. The purpose of this article is to provide a comprehensive analysis of retailers’ perspectives on sustainability and to identify which sustainable innovations retailers are implementing in their last-mile strategies. To achieve this, an explorato-ry study based on 15 semi-structured interviews with e-retailers was carried out. As a result, 11 innovative solutions were identified. These include the redesign of vehicle fleets, the design of routes based on demand density or the use of collection points for reverse logistics, among others. These findings will serve as a guide for the implementation of sustainable last-mile strategies, focusing on the innovations identified in this paper and how e-retailers have implemented them

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