Retail’s Last Mile

The disruption of store retail by online shopping has only just begun. Few retailers are ready for the changes ahead.


Some customers shop in stores because they love to, but mostly they do it because there is no convenient alternative. This is changing. Technology which enables customers to make smart digital decisions and a wave of innovation in logistics are combining to solve the challenge of “retail’s last mile”: how to profitably sell and deliver products to customers shopping from home.


Online retail expert Jonathan Reeve forecasts that last-mile innovations will see shopping online overtake shopping in stores within 20 years. Few players have grasped the extent to which their business models and mindsets need to change. The Amazons of this world have blazed the trail and a small number of retailers are keeping up. Most are well behind and have underestimated the threat. Reeve urges us to get ready before it’s too late.



About the Author: 



Jonathan Reeve is a speaker, author and adviser. He is passionate about helping retailers to build profitable, stress-free, online operations.


Jonathan has worked in retail businesses in the United Kingdom, United States and Australia for over fifteen years. He was part of the team that developed the operating model for Tesco.com, a global pioneer of online grocery retail. Jonathan’s perspective is unique: he has both developed online retail strategy and led the frontline teams that deliver the service to customers. Jonathan has also worked in store retail and was the store manager of a large Tesco supermarket in London.


Jonathan has an MA in Economics from Cambridge University and an MBA with distinction from international business school INSEAD. Before setting up his own practice, Jonathan held roles with  Aussie Farmers Direct, Coles, Tesco, Goldman Sachs and Arkwright Consulting.

Jonathan lives in Melbourne with his wife Anna and sons Leo and Max. He enjoys keeping fit, and has completed several ultramarathons and ironman triathlons.