This paper aims at eliciting consumer preferences for last-mile delivery for Fast Moving Consumer Good (FMCGs), a case study in Can Tho city, Vietnam. An experiment was conducted to collect data from household consumers living in urban areas of the city. We used Conjoint Analysis to process the collected data. The result indicates that the most important factor affecting consumers’ evaluation of the lastmile delivery service is order size, followed by delivery speed and delivery distance. The study also reveals that the delivery fee for which consumers are willing to pay (WTP) ranges from VND 10,800 to VND 23,600 contingent on delivery distance, delivery speed and order value. Some managerial implications are discussed to help Omni-channel retailers to design and pricing delivery service to attract and retain
consumers.