Co-creation as a factor influencing the preferences of e-commerce customers in the area of last-mile deliveries and returns on the e-commerce market

Co-creation is a process of involving entities, including customers, contractors, or final recipients, in tasks related to their design and development. It applies particular solutions that require, for example, the acceptance higher delivery costs returns resulting from use environmentally friendly solutions. Assessing possibility introducing market solutions, which will be at least partially borne by customers requires recognition expectations preferences.The main purpose paper analyze using e-commerce customer preferences as basis co-creating sustainable last-mile return strategy. For this purpose, 1100 adult residents voivodeship capital cities Poland participated survey conducted 2021. To assess preferences, selected methods multivariate comparative analysis were used. The results include rankings decision options segmentation depending on regarding deliveries market. research shows although price most important factor taken into account e-customers, they also pay more attention these variants (both returns) are realized way.