Fulfilment and last mile configurations in italiana online grocery retailing. Evidence from leading supermarket chains

This paper examines the current state of online grocery retailing among Italian brick-and-click supermarket chains, focusing on the fulfilment and last-mile delivery models adopted for online grocery orders. Building on a previous survey conducted in 2017, the study updates the evidence to assess the diffusion of online grocery services among the leading supermarket banners operating in Italy and to identify the main logistics configurations currently in use. The research adopts an exploratory multiple-case study design and analyzes 29 major supermarket banners selected according to their economic relevance in the Italian grocery market. Evidence was collected from publicly available online sources, including official retailer websites, e-commerce pages, FAQs, terms and conditions, and operational descriptions. The analysis investigates whether banners offer online grocery services, which delivery options they provide, and where orders are prepared, distinguishing between in-store picking and dedicated fulfilment structures. The findings show that online grocery is now widely diffused among leading Italian supermarket chains, although with different levels of maturity and territorial standardization. Home delivery emerges as the dominant model, often combined with click and collect, while lockers and rider-based partnerships remain limited. On the fulfilment side, the physical store remains the main node for order preparation, whereas systematic dark-store adoption appears marginal. Overall, the paper highlights a store-centric but increasingly diversified omnichannel model, in which Italian retailers expand service flexibility mainly by adapting existingstore networks rather than shifting toward dedicated e-grocery infrastructures.