But the peak retail sales turned into a nightmare for logistics service providers, with 70 million parcels packed and dispatched being beyond their processing capability. The avalanche of packages arriving at distribution centers across China caused huge delays for most online shoppers. "Not delivered on time" was on top of the complaint list of online customers during that period.

What delivery companies need most is flexibility to handle large volumes of packages and offer "just-in-time" high value service. This is where drones would be best suited - delivering small, light high value items that are time sensitive. In fact, Amazon has announced plans to deliver packages to customers' doorsteps using aerial drones. The online retailer hopes to use an array of drones carrying products weighing less than 5 pounds (2.27 kilograms) to users within 30 minutes of an order being placed.

The US Federal Aviation Administration is drawing up rules for the use of unmanned aerial vehicles in anticipation. Rivals have sometimes mocked these plans, yet many companies and governments are also seriously considering the use of drones. The Dubai government recently unveiled two prototype drones designed to deliver products such as medicines, documents and vital papers for civil authorities. They envision that the system and the necessary regulatory environment will be up and running in the next few years.

In principle, customer demand for what drones could offer is clear. But then consider the benefit to society from the reduction in energy consumption compared to the regular transport delivery system - should we really be using high emission trucks and vans to deliver small packages in congested cities?

It's true that delivery drones are an untested technology, but the idea is supported by the principle of mutual benefit. Even if some developments may seem gimmicky initially, drone delivery could become a reality soon.

David Edwards and Nachiappan Subramanian are scholars with Nottingham University Business School in Ningbo.