The consumer is now a freight actor, which current distribution systems do not reflect. In a B2C context, the consumer depends solely upon the logistics choices of the shipper. The lack of a relationship between the logistics service provider and the consumer implies limits the potential for consolidation and prevents carriers from taking individual delivery preferences into account. Hence, aligning the CEP with consumers’ expectations is vital to advance last-mile delivery (de Araújo et al., 2020; Kiba-Janiak et al., 2021). The concept of Logistics-as-a-Service (“LaaS”) focuses on connecting stakeholders, managing the complexity of the urban freight system, and providing a high level of data reliability in urban logistics. The LaaS offers the opportunity to organize freight transport in a specific area and hence can serve as an enabler for other consolidation schemes. With the development of the LaaS, this research project puts the consumer at the forefront, directly linking the individual with logistics service providers and hence taking away the barriers preventing the breakthrough of on-demand logistics
