The Book

Retail's Last Mile

Why Online Shopping Will Exceed Our Wildest Predictions

Jonathan Reeve

Written at a time when e-commerce was still widely underestimated, Retail's Last Mile argued that online shopping would transform retail far beyond what most industry observers believed possible. The predictions proved prescient.

Drawing on Jonathan's experience at Tesco.com and years of strategic research, the book maps the forces driving digital disruption in retail and what they mean for businesses, consumers, and the future of commerce.

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About the Book

What the book covers

01

The Underestimated Revolution

Why the retail industry consistently underestimated e-commerce — and how that mistake shaped the decade of disruption that followed.

02

The Amazon Effect

How Amazon rewrote the rules of retail and what established players can learn from its relentless customer focus and logistics innovation.

03

The Last Mile Problem

Why delivery is the defining challenge of online retail — and the race to solve it through drones, lockers, crowdsourcing, and beyond.

04

Mobile & the Anywhere Shopper

How smartphones dissolved the boundary between online and offline shopping, and what that means for retail strategy.

05

What Comes Next

A forward-looking view of the forces — AI, personalisation, social commerce — that will shape the next decade of retail.

Get Your Copy

Available in print and digital formats from Amazon and Booktopia.

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