How will same-day and on-demand delivery evolve in urban markets?

How will same-day and on-demand delivery evolve in urban markets?
Delivery start-ups have struck a chord with consumers. But brick-and-mortar retailers and parcel services could still compete by playing to their strengths.
Delivery start-ups have struck a chord with consumers. But brick-and-mortar retailers and parcel services could still compete by playing to their strengths.
Source: McKinsey

How will same-day and on-demand delivery evolve in urban markets?