equity; e-commerce; capability approach; consumer preferences; Best-Worst Method.

The growth of e-commerce has raised several discussion regarding the externalities caused by urban delivery. However, little has been discussed about the benefits that are generated. As it is an online retail channel, where there are countless stores available to consumers, e-commerce promotes benefits such as a greater variety of products; opportunity for easy comparison of products and prices; convenience of not needing to travel and the stores are always open; opportunity to purchase products that may not be available close to the consumer; and, opportunity to choose how the delivery will be made. Considering that equity is defined as the fair and adequate distribution of benefits and burdens in a society, it is hypothesized that electronic commerce can be a provider of equity by giving people the opportunity to access goods and resources, based on choices that are adapt to their living conditions. Therefore, the objective of this work is to explore the factors that contribute to equity in e-commerce, with a focus on the logistics process. To this end, a conceptual model was developed on the equity of urban delivery, depending on the capabilities of individuals using the Capabilities Approach Theory. From the literature review, it was determined that the main factors that contribute to the equity of e-commerce from the  perspective of individuals are variety and price of products, convenience, access to physical stores, time, cost and location of delivery. Additionally, consumer preferences were evaluated using the Best-Worst method to rank the importance of factors in the decision to buy online. The results indicate that the most relevant factor for the consumer during the purchasing decision process is the price of the product, followed by the cost of delivery; delivery time and convenience come in third place. It is therefore concluded that electronic commerce can promote equal access to the opportunity to purchase goods, especially for people in situations of economic vulnerability, with mobility restrictions (such as people with disabilities and the elderly, for example), with time and with location restrictions. However, delivery characteristics, especially in relation to cost and deadline, may make access to these benefits unfeasible.