4 Suggest a solution for the last mile problem that will encourage consumers to increase the amount of goods they purchase via the Internet. Consumers are becoming increasingly aware of the Internet as a channel to market. As established brand names move part or all of their offer online, customers are regularly turning to the web to make their purchasing decisions. They are not only reviewing product information and reviews but also are now ready to buy online as a mainstream way of shopping rather than as just a novelty experience. As a result the home delivery market is growing. Paradoxically, this success is causing logistical problems, which threaten the future success of online business-to-consumer trade