Embodiments of the present invention provide a direct delivery of consumer products bypassing retailer's warehouses. Embodiments of the present invention provide an end-to-end solution for direct store delivery. A direct store delivery order may be generated based on one or more received customer orders. Vehicle space optimization instructions may be generated based on one or more products to be delivered based on the one or more received orders. An order to retrieve the one or more products and an order to load the one or more products on to a transport vehicle based on the vehicle space optimization instructions may be generated. A travel route for the transport vehicle for delivering the one or more products to customers may be provided.