March 25, 2026
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Has Same-Day Delivery Become an Expectation Across Retail?
Foot Locker recently announced a partnership with DoorDash to become the latest retailer to prioritize same-day delivery.
The deal allows shoppers to order sneakers, apparel, and accessories from nearly 1,300 Foot Locker, Kids Foot Locker, and Champs Sports U.S. locations through DoorDash.
“Our customers are at the heart of everything we do, and we’re always looking for new ways to make their shopping experience for sneakers, apparel, and accessories seamless and accessible,” said Melissa Krauss, VP of strategy at Foot Locker.
Doordash, best known for restaurant delivery, said that in 2025 it became the leading third-party marketplace in order volume across grocery and retail in the U.S. More than 30% of DoorDash’s monthly active users in the U.S. shop across grocery and retail categories — and retailers such as Kroger, Old Navy, Ace Hardware, and Home Depot have partnered with the on-demand platform in recent months.
Many of those retailers also work with other third-party platforms, such as Uber Eats and Instacart.
Foot Locker Joins Amazon, Walmart, Target, and Others in Same-Day Delivery Standards
Amazon, which uses an internal squad of Amazon Flex drivers for delivery, last year expanded same- or next-day delivery to more than 4,000 smaller cities, towns, and rural communities across the country — while last week rolling out 3-hour and 1-hour delivery options.
Walmart, which supports delivery through independent contractors within its Spark Driver platform as well as third-party platforms, saw 35% of store-fulfilled orders delivered in under three hours in the recent fourth quarter.
Target offers same-day delivery to more than 80% of the U.S. population through Shipt, its delivery subsidiary.
FedEx most recently announced its own same-day shipping service, in partnership with last-mile operator OneRail.
A McKinsey study from late 2023 found that same-day delivery hadn’t lived up to expectations seen in 2016 due in part to capacity constraints caused by the pandemic, a slowdown of funding for new same-day delivery models, and the sluggish rollout of automated guided vehicles and drones.
However, McKinsey cited a number of conditions supporting the potential for same-day delivery services, including a higher likelihood of success in cities with dense populations and within the grocery category.
The consultancy also noted that “very few retailers are likely to operate at a scale that enables them to build their own logistics networks — let alone for same-day delivery,” and much depends on consumers’ willingness to a pay a same-day premium. McKinsey wrote, “Overall, to the consumer, reliability could be more important than delivery speed.”
Younger Consumers May Not Mind Paying Extra for Ultra-Fast Delivery
Recent surveys show younger adults are open to paying that premium.
AlixPartners 2025 Home Delivery Report found more than 60% of Gen Z will pay extra for same-day delivery, nearly double that of boomers. PwC’s Holiday Outlook 2025 survey found same-day delivery is most popular among Gen Z and millennials, with about 30% of each group saying that’s their preferred option for receiving items when shopping online.
In a column for Gifts & Decorative Accessories, Warren Shoulberg — senior contributor for The Robin Report and a RetailWire BrainTrust panelist — noted that many independent stores were late to embrace e-commerce in its early days and urged them not to shortchange investments in same-day delivery. He wrote, “Same-day delivery is the new e-commerce and it can’t be ignored.”
BrainTrust
Tom Ryan
Managing Editor, RetailWire
Recent Discussions
Discussion Questions
Has same-day delivery has become an expectation for retailers well beyond grocers?
Is working with third-party platforms the optimal path to supporting same-day delivery?
What are the most common headaches in executing same-day delivery for retailers?
Poll
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It is something consumers value and like, at least to have as an option. But it is not a universal expectation. Of course, it largely depends on what consumers are buying – most online purchases are not needed same day, so consumers are happy to wait for next day our two-day. That said, if you don’t have same-day as an option then you lose out on a chunk of the fast commerce market.
I do not find that customers expect same day delivery for everything, everywhere, and all at once. The problem is that CEOs and corporate managers have come to believe their jobs depend on the retailer having same day delivery. Their belief is encouraged by investors and consultants who expect they “should” have this service whether it matters to the business or not. Fortunately, retailers only need to set it up if it MATTERS to their customers. That means only some retailers need it.
Unfortunately, tremendous waste in retail is driven by these lists of “shoulds” which are developed without care for whether that tells retailers to do things which matter to their business.
Same-day delivery has clearly become an expectation in grocery, where purchases are often mission-driven and time-sensitive. Consumers shopping for fresh food, meal ingredients, or household essentials increasingly view same-day fulfillment as part of the core value proposition. Beyond grocery, however, expectations are still evolving. In many discretionary categories—apparel, electronics, home goods—next-day delivery, particularly from a local store, may ultimately become the more sustainable standard. It strikes a balance between speed, cost, and operational complexity while still meeting customer expectations for convenience.
Third-party platforms have played an important role in accelerating same-day delivery capabilities, especially for retailers looking to scale quickly. These partners offer access to delivery networks, technology, and customer reach without the need for heavy upfront investment. However, they also introduce trade-offs around margin pressure, brand control, and customer ownership. Over time, many retailers are likely to pursue hybrid models, using third-party providers to extend coverage while developing their own capabilities in key markets or for high-value customers.
The operational headaches of same-day delivery are significant. Inventory accuracy at the store level, labor availability for picking and packing, delivery routing efficiency, and managing customer expectations around timing all present challenges. Even small execution gaps can quickly erode the customer experience. That’s why many retailers may find that next-day delivery from local stores offers a more reliable and scalable solution. It still delivers speed and convenience while reducing operational friction and allowing retailers to maintain service consistency across their networks.
I have in-laws in remote rural locations. It makes no sense to offer same-day delivery to all customers, regardless of added fees. It will be a drain on margin and a cause of customer friction.
Not every customer expects same-day delivery on everything, but when they do and are willing to pay for the privilege, why not make it happen? And let’s be real here, DoorDash and Uber Eats have been dropping off far more than dinner for years. Customers are already conditioned to click, pay, and get it fast.
As for independent retailers needing to “catch up” or risk being left behind, let’s not forget that indies like Ace Hardware have been offering same-day solutions forever. They just call it great customer service.
Amazon made us love fast delivery, which eventually came to same-day and then one-hour. They set a standard and an expectation. Retailers need to consider the consumer mindset, shaped by their best experiences. Even if it’s not same-day delivery, customers expect fast delivery.
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It is something consumers value and like, at least to have as an option. But it is not a universal expectation. Of course, it largely depends on what consumers are buying – most online purchases are not needed same day, so consumers are happy to wait for next day our two-day. That said, if you don’t have same-day as an option then you lose out on a chunk of the fast commerce market.
I do not find that customers expect same day delivery for everything, everywhere, and all at once. The problem is that CEOs and corporate managers have come to believe their jobs depend on the retailer having same day delivery. Their belief is encouraged by investors and consultants who expect they “should” have this service whether it matters to the business or not. Fortunately, retailers only need to set it up if it MATTERS to their customers. That means only some retailers need it.
Unfortunately, tremendous waste in retail is driven by these lists of “shoulds” which are developed without care for whether that tells retailers to do things which matter to their business.
Same-day delivery has clearly become an expectation in grocery, where purchases are often mission-driven and time-sensitive. Consumers shopping for fresh food, meal ingredients, or household essentials increasingly view same-day fulfillment as part of the core value proposition. Beyond grocery, however, expectations are still evolving. In many discretionary categories—apparel, electronics, home goods—next-day delivery, particularly from a local store, may ultimately become the more sustainable standard. It strikes a balance between speed, cost, and operational complexity while still meeting customer expectations for convenience.
Third-party platforms have played an important role in accelerating same-day delivery capabilities, especially for retailers looking to scale quickly. These partners offer access to delivery networks, technology, and customer reach without the need for heavy upfront investment. However, they also introduce trade-offs around margin pressure, brand control, and customer ownership. Over time, many retailers are likely to pursue hybrid models, using third-party providers to extend coverage while developing their own capabilities in key markets or for high-value customers.
The operational headaches of same-day delivery are significant. Inventory accuracy at the store level, labor availability for picking and packing, delivery routing efficiency, and managing customer expectations around timing all present challenges. Even small execution gaps can quickly erode the customer experience. That’s why many retailers may find that next-day delivery from local stores offers a more reliable and scalable solution. It still delivers speed and convenience while reducing operational friction and allowing retailers to maintain service consistency across their networks.
I have in-laws in remote rural locations. It makes no sense to offer same-day delivery to all customers, regardless of added fees. It will be a drain on margin and a cause of customer friction.
Not every customer expects same-day delivery on everything, but when they do and are willing to pay for the privilege, why not make it happen? And let’s be real here, DoorDash and Uber Eats have been dropping off far more than dinner for years. Customers are already conditioned to click, pay, and get it fast.
As for independent retailers needing to “catch up” or risk being left behind, let’s not forget that indies like Ace Hardware have been offering same-day solutions forever. They just call it great customer service.
Amazon made us love fast delivery, which eventually came to same-day and then one-hour. They set a standard and an expectation. Retailers need to consider the consumer mindset, shaped by their best experiences. Even if it’s not same-day delivery, customers expect fast delivery.