Ecom NOW brings same-day delivery to Shopify merchants' storefronts

It lands as the biggest chains race to cut delivery to hours, and sometimes minutes.

The big chains are buying speed from networks they don't own

The last few weeks of retail news read like a stopwatch:

• Target Australia now sells more than 25,000 products on Uber Eats, from apparel to toys, with delivery expected within 60 minutes, starting at 20 stores (Inside Retail).
• Lowe's is testing drone delivery with Wing and DoorDash at its Matthews, North Carolina store, in as little as 20 minutes (Digital Commerce 360).
• Costco took Uber Eats delivery from 17 states to nearly 600 warehouses across all 47 states it operates in (Digital Commerce 360), then went nationwide on DoorDash (Retail Dive).
• Academy Sports and Outdoors added Instacart for same-day delivery at store prices, after partnering with Uber Eats earlier this year (Retail Dive).
• Amazon rolled out five-hour delivery in Sydney and Melbourne, adding afternoon, evening and overnight windows for Prime members (Power Retail).

Apart from Amazon, none of these retailers built the last leg themselves. They plugged into Uber Eats, DoorDash, Instacart or Wing.

At Costco, it is paying off. Costco CFO Gary Millerchip said on the fiscal Q2 2026 earnings call in March that same-day delivery through Instacart, Uber Eats and DoorDash was growing faster than Costco's overall digital sales, which were up 22.6% year over year, Digital Commerce 360 reported.

Ecom NOW points that same idea at a different customer: the Shopify merchant selling from their own site.

Shoppers now weigh delivery before they buy

The clearest buyer data comes from Australia. Australia Post's eCommerce Report 2026 found Australians spent a record $82.6 billion online in 2025, and 73% of shoppers said a positive delivery experience makes them more likely to shop online rather than in-store (Inside Retail). The same report found 43% of Australian shoppers would pay more for same-day or next-day delivery, now possible for 24 million Australians.

Inside Retail reads those numbers as delivery moving into the purchase decision itself, not the step after checkout.

A third-party survey commissioned by Amazon, reported by Power Retail, points the same way. In it, 75% of Melburnians and 80% of Sydneysiders named free or fast delivery as one of the most important factors when buying online.

The question is reaching independent sellers too. On r/ecommerce, u/Adapowers asked merchants whether they see the two giant "A" retailers as real Q4 competitors, with one preparing same-day delivery on some orders via USPS (Reddit).

That is why one logistics headline matters to a small store. The yardstick for its delivery promise is drifting toward Target's 60 minutes and Lowe's 20, not toward a standard carrier's few days.