The widespread diffusion of the online channel in the retail marketplace is impacting considerably modern society in recent years. Given the growing demand, Business to Consumer (B2C) e-commerce entails a much higher complexity of the delivery process due to significant fragmentation of parcel shipments in the “last-mile”, especially in urban areas, where traffic and congestion problems are arising together with environmental issues. All these aspects are of high interest not only for companies - that want to maintain a high target service level for their customers - but also for public administrations, that aim to foresee the implications of this phenomenon and how to manage it properly.