Over the past few years, the energy usage in the transportation sector understandably has a significant impact on total carbon footprint generated in urban areas. One of the significant contributors comes from logistic sector as 70% of total logistic activity is derived from transportation. Meanwhile, the rise of e-commerce in urban areas has changed the way people buy goods. This result to the higher delivery frequency in urban areas which cause more significant energy consumption and emissions. This paper contributes to the existing literature by proposing model conceptualization that focus to generate basic understanding to the total CO2 emissions generated through urban freight volume that powered by e-commerce growth in Jakarta. This paper uses causal loop diagram as one of the tools in model conceptualization to illustrate the systems in urban logistic. The model will mainly focus on environment and economic aspects of urban logistic. © 2019 The Authors. Published by Elsevier Ltd.