To support changing retailers and customers’ behaviours towards zero-emission freight delivery and return choices, the research actions will have to develop co-created actions able to increase transparency and consumers’ awareness of greenhouse gas emissions and other impacts (considering also socio-economic ones) of e-commerce, deliveries and returns. They will have also to propose zero-emission delivery solutions and develop supporting incentive schemes to encourage customers to make sustainable choices, still in accordance with their preferences and in combination with competitive and sustainable retail value propositions. The research actions will have to take into account and build on existing methods and standards to compare the emission in the transport value chain of B2C ecommerce, and to be developed in line with the Commission’s initiative on EU framework for harmonised measurement of transport and logistics emissions – ‘CountEmissions EU’.