Vol. 7, Issue 1, Part J (2025)

This study was designed to determine the relevance of logistics models in achieving optimal supply chain management for competitive advantage in the marketing of e-commerce products in Ho Chi Minh City, Vietnam. A survey research design was adopted for this study. The target population included employees from local e-commerce platforms, last-mile delivery providers, third-party logistics (3PL) firms, warehouse operators, and related stakeholders such as fulfillment centers and order management units. A sample of 200 respondents was randomly selected to ensure representation across different functions in the e-commerce supply chain. Three research questions and corresponding hypotheses were developed to guide the study. A four-point Likert-type questionnaire was employed to collect primary data. The data were analyzed using Pearson product-moment correlation to test the hypotheses. The findings revealed that major bottlenecks experienced by e-commerce businesses in logistics and supply chain operations were primarily due to the absence of appropriate logistics models that could streamline and optimize delivery, inventory, and fulfillment processes. Furthermore, the study found a significant lack of quantitative and empirical approaches in decision-making and problem-solving activities across many e-commerce logistics functions. It is recommended that both private e-commerce firms and government-supporting agencies adopt structured logistics models to enhance service efficiency and ensure sustainable competitive advantage.