In this article, we present efforts towards building a city-wide freight delivery rounds optimization system aimed at leveraging city traffic information to optimize professional vehicle rounds. This project, called SmartDeliveries, has been developed as part of the OptimodLyon project. We present the system's architecture and general objective. Then we present early evaluations which have led us to identify three main technical challenges to address, but also to quantify the potential productivity gains for its users: 18% in distance savings and 11% in time. This could lead, if the system were to be generalized at the scale of the city, to a reduction in as much as 5% in traffic, and to corresponding savings in emissions, which are the primary motivation of the project leaders. Finally we discuss the remaining challenges to address, from a technical as well as an organizational standpoint, to introduce real life implementation of the system.