Requirements on e-commerce distribution and their implications for the use of heavy trucks

Abstract

The European market is experiencing a digital revolution and e-commerce shopping is a rapidly increasing trend. E-commerce growth has accordingly led to increased logistical activities and also driven a need for new flexible solutions of delivery. Stakeholders in the e-commerce industry all have different requirement on the transportation and heavy truck manufacturers today have their focus on fulfilling the needs of the stakeholders conducting the transport which creates a gap in what is required and delivered. The aim of this thesis is to investigate how heavy truck manufacturers can adapt to the e-commerce transport operations requirements in the European market. This qualitative study is based on secondary data and conducting interviews to triangulate the issue and create a broad picture over relevant stakeholders and their requirements and upcoming trends. Fifteen different interviews with eleven different organizations within the realm of e-commerce, such as e-tailers, carriers, heavy truck manufacturer and external stakeholders were conducted. The thesis finds that the major trends in e-commerce are the growing cross-border market, the demand for transparency and tracking throughout the distribution chain, the growing issues with last mile and reverse logistics driven by retailers and customer behavior and requirements on a higher service level of deliveries. New, more effective modes of delivery have started to emerge with parcel lockers, click and collect and other more sustainable solutions. The thesis discusses a misconception by e-tailers of customer requirements where the focus is mainly on fast and convenient transport. Furthermore, it is discussed that transport is an important part of e-commerce and that transport services should be priced and transparent. The thesis concludes that e-commerce business is growing so fast that it is still under development and the implications from customers behavior are hard to analyze. E-commerce drives new modes of transport and delivery which puts requirement on the heavy truck manufacturer to offer transport solutions with the possibility to communicate with and adapt to other modes of transport and delivery.