Inefficient port and hinterland connections negatively impact both the financial bottom line and environmental performance of the logistics system. To improve hinterland connections truck appointment system (TAS) has been implemented with varying performance, indicating a need to better understand TAS from a business model perspective. Therefore, the purpose of this study is to investigate TAS from a business model perspective. Semi-structured interviews and observations were conducted with port operators, port authorities and hauliers in five European container ports. The study reveals how various approaches to TAS impact business model components. The efficiency improvements from TAS need to match the costs of the TAS to make a valid business case to motivate additional administration of the service and to provide value to customers, i.e., shippers. This paper’s conceptualisation of TAS from a business model perspective can help guide efficiency improvements in port terminals.