Purpose: While fast deliveries have become the norm within e-commerce, research suggests speed might hinder environmental sustainability of last-mile logistics. To better understand how fast delivery options matter to consumers, two research questions are addressed: 1) What time-related aspects of e-commerce can consumers encounter during an online purchase? 2) What implications can these time-related aspects of e-commerce have on the environmental sustainability of last-mile deliveries?

Design/methodology/approach: Time-based diaries by consumers include detailed information about the consumers’ online purchases, from order to delivery, during several weeks. Theoretically, the paper draws on literature into e-commerce and green logistics.

Findings: Preliminary findings reveal two main categories of time-related aspects perceived by consumers in their online purchases: urgency and timing of delivery. While urgency was found important in some cases, not all consumers appear to need fast deliveries. Moreover, consumers can get spoiled by the fast deliveries offered to consumers. Respondents were positively surprised by how fast they got their deliveries. It also appeared that consumers coordinate pick up of parcels with other errands, limiting the need for additional private transport.

Research limitations/implications (if applicable): Research implications include contributions to the logistics literature, in which the time-related aspects of last-mile logistics in relation to environmental impact have been given surprisingly limited attention.

Practical implications (if applicable): Retailers and transport operators can use the results to question the prevailing time-focus within e-commerce.

Original/value: Insights regarding consumers’ time expectations adds to increased knowledge of service level in last-mile logistics.