Optimizing fashion e-commerceArora, Neha (Avtor) Chaudhary, Kavita (Avtor) fashion e-commercecustomer satisfactionESG sustainabilityquick delivery servicespricing strategydelivery efficiencysustainable logisticsthird-party deliveryThis study investigates the interplay between customer satisfaction, delivery efficiency, pricing strategies, ESG (environmental, social and governance) sustainability practices and quick third-party delivery systems within the fashion e-commerce sector. The findings reveal that quick third-party delivery services significantly enhance customer satisfaction (β = 0.135, p < 0.001) and improve delivery efficiency through strategic partnerships with providers such as Blinkit and Rapido (β = 0.651, p < 0.001). The adoption of ESG sustainability practices, such as e-bikes and e-rickshaws as a mode of transportation, has a significant impact on quality assurance for sustainable deliveries (β = 0.684, p < 0.001), which can be linked to customer satisfaction and brand recognition. This research emphasizes that customer satisfaction plays a mediating role in the linkage of delivery efficiency to pricing strategies (β = 0.789, p < 0.001), bridging operational performance to cost-effectiveness. Moreover, technology adoption moderates the relationship between eco-friendly delivery assurance and customer satisfaction (β = 0.191, p < 0.001), while with accessible and user-friendly digital platforms, sustainable practices have more impacts. These results underscore the need for expedient, sustainable and customer-centric delivery approaches that address evolving consumer needs. This research can provide insights to achieve long-term customer loyalty and sustainable growth with global sustainability objectives.20252025-12-20 04:45:16Članek v reviji177297UDK: 677:658.8ISSN pri članku: 0351-3386DOI: 10.14502/tekstilec.68.2025035COBISS_ID: 261455107sl