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This chapter investigates how data-driven strategies underpin the evolution of e-commerce logistics toward greater sustainability, flexibility, and customer-centricity. We argue that data should be viewed not just as a technological resource but as a foundational infrastructure. This perspective allows companies to design, manage, and optimize logistics operations that are not only efficient but also environmentally and socially responsible. Particular emphasis is placed on the role of data within big data analytics ( and artificial intelligence, both of which are central to real-time decision-making, predictive capabilities, and adaptive system design. By integrating theoretical insights from the literature review with case studies, this chapter investigates the role of data in the emerging paradigm of supply chain synchronization (push vs. pull). It explores push and pull strategies in the e-commerce context, highlighting how data functions as a balancing mechanism between proactive resource planning and responsive, demand-driven fulfillment.
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