Leveransalternativ inom E-handel : Vilka faktorer påverkar konsumenters val av leveransalternativ vid onlinehandel i Sverige?

Sammanfattning: In recent years, the requirements for last mile deliveries have increased and therefore it has become important for e-commerce companies to offer their customers different delivery methods to meet their requirements. Because of these increasing demands and requirements, suppliers are given stronger reasons to evolve their delivery methods to achieve a balance between customer satisfaction and efficiency. Therefore, it is important that suppliers know what their customers are asking for. The purpose of this study is to find out and analyze the factors that lie behind and influence consumers' choice of delivery options when shopping online in Sweden. To answer the purpose, two questions were formulated. The first question concerns the factors that influence customers' choice of delivery options when shopping online. The second question concerns which delivery option among home delivery, pick-up points and in-store pickup e-commerce customers prefer, and the reason behind that. In order to answer the purpose and the questions, the collection of relevant information from previous research has taken place where a theoretical overview of the chosen topic was created. Two focus group interviews were also carried out, which were then analyzed and connected with previous research. The study's findings show that the factors that often underlie customers' choice of delivery options are time, convenience, price, previous experience with delivery failure and, in some cases, Word of Mouth. It was also found that the most preferred delivery option is pick-up points. The reason is that delivery points are often considered to be the convenient option. According to customers, it is also a safe method as the risk of failed deliveries is lower. In addition, it contains an innovation, smart parcel boxes that are appreciated by several customers.