An Extended FullEX Method: An Application to the Selection of Online Orders Distribution Modes Based on the Shared Economy

Urbanization and the rapid growth of e-commerce have significantly increased delivery volumes in cities, creating challenges in terms of cost, efficiency, and sustainability in last-mile delivery (LMD). To address these challenges, this paper proposes an innovative methodological framework for selecting optimal delivery strategies in urban environments, grounded in the principles of collaboration. The framework integrates an Extended FullEx method, developed to calculate criteria weights while accounting for expert reputation based on education and experience, with the MARCOS multi-criteria decision-making (MCDM) method used to rank delivery strategies. The Extended FullEx method proposed in this paper differs from the original FullEx by providing two improvements. The first concerns the introduction of the normalization procedure in the calculation of experts’ reputations, while the second addresses the different scoring of educational degrees, providing a more precise mathematical basis for the process. Four collaborative delivery strategies are evaluated against twelve sustainability-related criteria identified through an extensive literature review. The proposed framework is applied to a real-life case study in Novi Sad, Republic of Serbia. Results indicate that the most suitable delivery strategy is a hybrid model that combines the use of a consolidation center with smaller urban delivery hubs, providing practical insights for enhancing the sustainability and efficiency of urban delivery. This study contributes both methodologically, by advancing MCDM techniques, and practically, by offering decision-makers a comprehensive tool that integrates subjective expert knowledge and objective criteria assessment in the selection of sustainable LMD solutions.