This chapter aims to propose a comprehensive analysis of freight demand in a metropolitan area like Paris to examine the main determinants of demand related to sustainability transformations. Moreover, the inclusion of the vehicle type, the mode of management and the vehicle use (routes or direct transport) in characterizing and generating demand is addressed and assessed. Based on an overview of urban freight demand characterization and modelling, this chapter proposes an integrated framework for analyzing freight demand in a metropolitan area and constructing suitable freight generation models. It is applied to the metropolitan area of Paris, for which a global survey is available. Results show that each category of activities has different generation patterns, retailers and wholesalers having a high demand made by small vehicles, with frequent, small weights, which is suitable for deploying green vehicles such as cargo-bikes or electric light vans. This work has research and practice interest and gives insight into deploying suitable sustainable freight demand analyses in urban areas.