Internet began to emerge in the very late 1980s. Since then, Internet has had an extraordinary pace over the growth and spread all over the world. Due to this fact, retailers were interested to present their products through an online platform as an alternative to traditional stores. This movement brought remarkable growth in the market around the world, especially in B2C (Business-to-Consumer) companies, where sales increased more than 14.1% compared to previous years (eMarketer, 2019) .This was particularly significant in the Spanish market case. The Global Retail E-Commerce Index highlights that Spain, among all small countries in terms of population, has had impressive progress in e-commerce, especially in the fashion sector (Ben-Shabat et al., 2015). In fact, the fashion sector has become the fastest-growing segment in e-commerce after categories of food and beverages, with the global market size of approximately 484 billion dollars and it is expected to reach around 765 billion dollars by the year 2022 (Raes, 2019).Within this development, retailing platforms have evolved dramatically and two contrary movements have arisen from retailers. On the one hand, physical retailers have felt the pressure to include the online channel in their retailing strategy, offering their consumers a broader selection of shopping options (Cammiss, 2015). On the other hand, pure online retailers have decided to do the opposite: opening physical stores or cooperating with other retailers to include physical channels to the offer to let consumers be able to touch and feel the products before the purchase (Mehra et al., 2013).During the early years of offering multiple channels, retailers operated those channels separately (Bell et al., 2014). However, some multichannel retailers faced potential channel conflicts such as cannibalization sales between channels (Kollmann et al., 2012). By time passing, in order to overcome these negative "dis-synergies", a new retailing strategy comes, which is known as the 'Omnichannel approach' (Combs, 2015). This is an evolution of the multi-channel retailing and provides a continuous background of the consumer's experience and sensations through all available purchase channels, rather than just one (Verhoef et al., 2015).Under these rapidly changes, retailers have provided countless last-mile logistics options to deliver or return the product -i.e., regardless of buying online or offline (e.g., at home, stores, lockers, dedicated vans, or in a convenient pick-up point). Results in, almost all retailers (80%), who have provided multiple retailing channels, offer more than one delivery option (Capper, 2014) and return option (Graham Charlton, 2014). However, as consequence, that logistics that were simple (i.e., physical stores were the end-point of transactions), has become dramatically complicated (e.g., products can be returned or picked up at home, stores, lockers, dedicated vans, or in a convenient pick-up point).XIV | P a g e explorar la estrategia, como un fenómeno de comportamiento que va...