Value creation and capture in innovation ecosystems: strategic cooperation between e-commerce platforms and third-party logistics (3PLs) providers

María Magro-Montero, Francesco Santarsiero and Gustavo Morales-Alonso

European Journal of Innovation Management, 2025, vol. 29, issue 2, 380-403

Abstract: PurposeDigital innovation ecosystems are increasingly recognized for their role in fostering interconnected organizational networks that co-evolve to create and capture value. This study aims to analyse and understand the strategic dynamics of value creation and capture within the e-commerce innovation ecosystem, focusing on the strategic cooperation and relationships between e-commerce giant Amazon and its third-party logistics (3PLs) providers in the last mile of the supply chain. The research addresses the limited understanding of how these alliances innovate and contribute to broader logistics and e-commerce landscapes.Design/methodology/approachThe study adopts a mixed-method approach. An exhaustive literature review and bibliometric analysis mapped trends in innovation, alliances and cooperation in last-mile logistics for e-commerce from 2000 to 2023, based on Scopus data. This was followed by a multiple-case study including in-depth interviews with experts in last-mile logistics and executives from 3PL companies in the Iberian Peninsula. A pattern-matching strategy enabled the identification and exploration of innovation mechanisms and strategic cooperation within the e-commerce innovation ecosystem.FindingsThe findings reveal how Amazon and its 3PLs have implemented significant innovations in their contractual agreements and strategic collaborations, creating mechanisms for shared value transferable to other e-commerce platforms. Four key dimensions of this cooperation were identified: ecosystem orchestration; business models; value creation; and value dynamics. The results underscore that the relationship between Amazon and its 3PL providers transcends mere commercial transactions and is rooted in a strategic collaboration model driving continuous innovation in last-mile logistics. Additionally, the practical implications are highly relevant for the e-commerce sector and can be extended to other supply chain stages and e-commerce platforms.Originality/valueThis study contributes to the literature on digital innovation ecosystems by offering novel insights into how strategic co-opetition between e-commerce platforms and 3PL providers drives innovation. Additionally, the paper enriches the field of operations management by showing how these strategic alliances improve operational efficiency and optimize last-mile distribution. It highlights the transformative potential of such alliances to overcome last-mile distribution challenges, providing both theoretical advancements and practical implications for stakeholders in logistics and e-commerce. The findings are particularly relevant for understanding the role of digital platforms as orchestrators in complex, multi-stakeholder digital innovation ecosystems.

Keywords: Digital innovation ecosystem; Multiple-case study; Amazon; Strategic cooperation; 3PL (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-11-2024-1385

DOI: 10.1108/EJIM-11-2024-1385

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