Optimal Channel Strategy for a Fresh Produce E-Commerce Supply Chain

As an increasing number of firms move to omnichannel operation for business sustainability, it is also necessary fresh produce adopt model by integrating online and offline channels. We focus on a supply chain consisting supplier who sells directly physical store retailer. The purpose this paper explore the optimal channel selection strategy considering fresh-keeping efforts members. Specifically, we examine conditions under which members should cooperate deliver-from-store (DFS) further investigate impact consumers’ freshness sensitivity hassle cost members’ sales options. Several important conclusions are shown as follows. First, retailer’s profit increases with in dual-channel model, while decreases if consumers sufficiently sensitive DFS model. Second, adopting demand total market expand, performance retailer heavily depends size commission rate. Third, there always exists win–win situation appropriate range rate when consumer’s large. This contributes research management results provide insights sustainable development industry retailing environment.