The exponential growth of e-commerce, driven in part by the pandemic and new consumer habits, has highlighted the need to rethink the current model of urban freight distribution (UFD). The more online shopping is generated, the more home delivery is required with its implications in terms of operating costs, traffic, parking, and pollution. Urban logistics, and in particular the last mile, have become one of the main focuses of attention for public administrations and logistics operators in order to minimize these externalities. However, there is still a long way to go to optimize the new logistics processes to the requirements of the new distribution channel. Administrations need to start taking action with the help of logistics operators and citizens. These actions must be carried out quickly and in a consensual manner with all the parties involved, as only then will it be possible to define a sustainable urban logistics model that has continuity over time.