This chapter investigates how e-commerce consumer personas influence preferences and behaviors related to last-mile deliveries and returns, with a focus on identifying strategies that promote sustainability and strengthen the role of urban logistics as enablers of circular cities. A systematic literature review following PRISMA guidelines was conducted to extract insights from 59 relevant studies. Twelve distinct e-commerce personas were synthesized, each characterized by dominant motivational traits such as time sensitivity, brand loyalty, cost-consciousness, or environmental values. These personas were then mapped along the consumer journey and matched with tailored incentives and nudging mechanisms to encourage more sustainable logistics choices. The findings reveal that behaviorally attuned strategies, ranging from gamified eco-reward schemes to emotional and convenience-based nudges, can increase the acceptance of green delivery and return options without compromising consumer satisfaction. The chapter concludes by emphasizing how such profiling can inform urban freight planning and contribute to the development of responsive, efficient, and environmentally sustainable logistics systems in line with the principles of the circular economy.