Purpose: To explore consumers' attitudes towards e-commerce, in particular online grocery shopping, and its delivery in non-dense areas for the purpose of designing smart last-mile solutions. Approach: The state-of-the-art of smart e-commerce delivery in dense areas was identified by a review of the literature. It was expected that this knowledge could be transferred to non-dense areas. This prediction was examined and explored further by making use of four focus groups recruited in a Swedish mid-sized town. Findings: Respondents were generally positive towards e-commerce, although mixed attitudes were found with regard to online grocery shopping. Further, the willingness to pay for flexible, smart and sustainable delivery was low, with a notable exception for local produce. Originality: The knowledge acquired and solution developed in dense areas is not readily transferred to non-dense areas. There is scope for developing new Business Models for the supply chain of local produce. For the prototype testing and roll-out of smart e-commerce delivery platforms, the online local produce market is recommended.