The evolution of e-commerce has revolutionized the retail industry, significantly impacting last-mile delivery (LMD) logistics. This final delivery stage is crucial for ensuring customer satisfaction and operational efficiency, yet it presents significant challenges, including high costs, logistical complexities, and the need for timely delivery. To address these challenges, we conduct a systematic literature review using BERT-based topic modeling techniques to analyze existing research on e-commerce LMD. This analysis identifies multiple research themes, among which consumer adoption of delivery models emerges as a key area of interest. Focusing on this theme, the study further investigates time-window-based delivery models, particularly in the context of emerging markets. We explore the factors influencing consumer time-window choices and develop strategic insights for improving LMD. Employing industry primers and qualitative research, the study develops novel mental models to comprehend consumer motivations. Conjoint analysis is then used to rank priorities in consumers’ minds, enabling the development of strategies that leverage these behavioral patterns. The paper provides a novel behaviorally-informed framework for companies to improve LMD strategies. This framework links the level of consumer involvement with product categories to time-window preferences, providing actionable insights for improving delivery models and enhancing customer satisfaction.