Speed or Green? Strategic Trade-Offs in Online Delivery Options Across UK Retail and Logistics

Background: The rapid growth of e-commerce has intensified the tension between customer expectations for fast, convenient delivery and the need for more sustainable last-mile logistics. While existing studies have examined speed, price, sustainability, and convenience as separate delivery attributes, less attention has been given to how these dimensions are combined and presented in consumer-facing delivery options. Methods: This study adopts a mixed-methods approach, combining a systematic literature review with structured analysis of publicly available delivery offers on websites across the UK retail and logistics sectors. Results: The findings show that delivery design remains strongly shaped by speed, price visibility, and convenience, while sustainability signals are rarely embedded at the point of customer choice. Although the literature highlights growing interest in green logistics, observed delivery menus suggest a persistent gap between sustainability commitments and their implementation at checkout. Five delivery strategy archetypes are identified, illustrating how firms configure trade-offs among fast delivery, affordability, sustainability signalling, and convenience. Conclusions: The study contributes a four-pillar choice architecture framework for understanding online delivery design. It highlights the need for clearer sustainability communication, greener default options, and stronger alignment among firm strategy, consumer decision-making, and policy support in last-mile delivery.