"The Last-Mile Dilemma"

The difficulty of delivering merchandise in a cost-effective way on the last mile of the retail sales chain has bedeviled e-commerce from its beginnings. "

"To compete effectively against Amazon’s advantage, retailers and transportation providers will need to develop a way to better coordinate and more accurately match demand for the delivery services they can profitably supply on a given day.

The solution is to build a “last-mile exchange” platform that drives delivery decisions, and, crucially, allows retailers and transportation providers to collectively shape delivery demand and adjust continually to the inherent variability of the last mile."

Strategy + Business July 30th 2018 

Otherwise Amazon may just dominate the last mile as well as the supply chain.