Retailers are significantly expanding same-day delivery capabilities in a bid to gain ground in an increasingly competitive e-commerce market, where speed has become a decisive factor for consumers. The move is being led by companies such as Amazon, alongside major supermarket chains and high street brands investing heavily in logistics infrastructure.
Amazon has continued to scale its rapid delivery offering, including same-day and next-day services, supported by a dense network of fulfilment centres and last-mile delivery hubs. The company has invested billions globally in logistics over recent years, with a substantial share directed towards improving delivery speed and automation. Industry data indicates that Amazon now operates dozens of fulfilment sites and delivery stations nationwide, enabling faster coverage across key population centres.
Supermarkets have also intensified efforts to compete on speed. Retailers such as Tesco and Sainsbury’s have expanded rapid delivery services—often in partnership with third-party platforms—allowing customers to receive groceries within hours. This reflects a broader shift towards “on-demand” consumption, where convenience is prioritised alongside price.
According to figures from the Office for National Statistics (ONS), online sales accounted for roughly 26% of total retail sales in recent years, significantly higher than pre-pandemic levels, when the share was closer to 19%. Although growth has stabilised, demand for fast fulfilment remains strong, particularly in urban areas.
The expansion of same-day delivery is being driven in part by changing consumer expectations. Surveys conducted by industry bodies suggest that a growing proportion of shoppers now consider delivery speed a key factor in purchasing decisions, with many willing to switch retailers for faster service.
However, the push for speed comes at a cost. Logistics experts highlight that same-day delivery is considerably more expensive than standard fulfilment, requiring dense infrastructure, advanced routing systems and a large delivery workforce. Retailers are increasingly turning to automation and data analytics to manage these costs, optimising delivery routes and warehouse operations.
Environmental concerns are also shaping the debate. The rise in rapid delivery has led to an increase in last-mile transport activity, particularly in cities. In response, some companies are investing in electric vehicles, cargo bikes and consolidated delivery models to reduce emissions.
Competition is intensifying not only among traditional retailers but also with specialist delivery platforms. Companies such as Deliveroo and Uber Eats have expanded beyond food delivery into retail partnerships, offering rapid delivery of groceries, electronics and everyday goods. This convergence is blurring the lines between sectors and accelerating innovation in fulfilment models.
Despite the operational challenges, retailers view rapid delivery as a strategic necessity. The ability to deliver within hours is increasingly seen as a differentiator that can drive customer loyalty and repeat purchases. At the same time, businesses must balance speed with profitability, as rising costs and tight margins continue to pressure the retail sector.
The evolution of delivery models signals a broader transformation in e-commerce, where logistics performance is becoming as critical as product offering. As competition deepens, the race to shorten delivery times is set to remain a defining feature of the retail landscape.