Walmart has rolled out an update to its website, introducing a prominent new feature designed to streamline online shopping and accelerate delivery times for in-store inventory. The change integrates a “Get It Now” button, marked by a lightning bolt icon, directly alongside traditional “Add to Cart” options for eligible products available at nearby physical locations. This addition allows customers to select rapid delivery options, including delivery within as little as 46 minutes for a $10 fee with a Walmart+ membership, or same-day delivery at no extra cost for orders meeting a minimum threshold, also requiring the membership. All of this comes as Amazon tries to find ways to promote its rapid delivery from local stores.
Here is what it looks like on the Walmart website:
The update, which began appearing across the Walmart.com interface on October 5, 2025, targets a broad range of everyday items such as groceries, household essentials, electronics, and apparel that are stocked in local stores. By leveraging real-time inventory data from over 4,600 U.S. Walmart locations, the feature enables shoppers to bypass standard shipping delays associated with warehouse-based fulfillment. Customers can access the option during the browsing or search process, where the system automatically detects proximity to a store and highlights compatible products. Upon selection, the platform prompts users to confirm their address and preferred delivery window, with estimated arrival times displayed based on current store staffing and traffic conditions.
This move aligns with Walmart’s ongoing strategy to blend its extensive brick-and-mortar network with digital capabilities, aiming to capture a larger share of the quick-commerce market. The retail giant, which reported $648 billion in global revenue for fiscal year 2025, has invested heavily in logistics infrastructure, including micro-fulfillment centers embedded within select stores and partnerships with third-party delivery fleets. The “Get It Now” integration builds on existing services like Walmart’s Express Delivery, which previously offered two-hour windows but required higher fees and broader availability criteria. Now, the 46-minute express tier represents the fastest option yet, available in more than 2,000 urban and suburban markets where Walmart+ penetration exceeds 20 percent.
Industry observers note that the timing of the rollout coincides with intensifying competition in the e-commerce sector, where speed has become a key differentiator. Amazon, Walmart’s primary rival, commands approximately 38 percent of U.S. online retail sales through its Prime program, bolstered by same-hour delivery in major cities via Amazon Fresh and Whole Foods hubs. Walmart’s response emphasizes its advantage in physical proximity, with the average U.S. household located within 10 miles of a Walmart store. By promoting “Get It Now” on the homepage and product pages, the company seeks to encourage impulse purchases and reduce cart abandonment rates, which hover around 70 percent industry-wide.
From a technical standpoint, the website update incorporates enhanced algorithms to predict demand and optimize picker routes in stores, minimizing errors in order assembly. Walmart has also expanded its Walmart+ subscriber base to over 20 million members as of mid-2025, up from 15 million the previous year, partly through bundled perks like fuel discounts and streaming access. The membership, priced at $98 annually or $12.95 monthly, unlocks these delivery benefits alongside free standard shipping on orders over $35. Non-members can still opt for the feature but face steeper surcharges, potentially nudging more users toward the paid tier.
The initiative reflects broader trends in retail, where consumers increasingly prioritize convenience amid busy lifestyles. Data from recent surveys indicate that 65 percent of online shoppers abandon purchases if delivery exceeds two days, and 40 percent actively seek sub-hour options for urgent needs like medications or baby supplies. Walmart’s approach counters this by drawing directly from local shelves, which not only shortens lead times but also supports store-level employment, with fulfillment roles accounting for about 5 percent of its 1.6 million U.S. associates.
While the feature launches nationwide, initial rollout prioritizes high-density areas such as Los Angeles, Chicago, and New York, where testing phases showed a 25 percent uptick in conversion rates for promoted items. Walmart plans to monitor usage metrics over the next quarter, with potential expansions to include curbside pickup integrations and AI-driven personalization for delivery suggestions. Environmental considerations factor in as well, with the company committing to electric vehicle fleets for short-haul routes to offset the carbon footprint of frequent small-batch deliveries.
As e-commerce evolves, Walmart’s “Get It Now” positions it as a formidable challenger in the race for immediacy, leveraging its hybrid model to appeal to cost-conscious families who value accessibility over pure speed. The update underscores a shift from volume-driven sales to experience-focused retention, in a landscape where loyalty programs drive 60 percent of repeat business. With this enhancement, Walmart continues to adapt its digital storefront to meet the demands of a post-pandemic shopping era, where the line between online and in-store blurs further.
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