Walmart and Amazon Set a New Pace: The Ultra-Fast Delivery Revolution
The battleground of ecommerce logistics has never been more intense. In 2025, Walmart stunned the market and consumers alike when its US CEO, John Furner, announced the company’s fastest delivery clocked in at under five minutes—an industry first and a symbol of how fulfillment is becoming a game of seconds, not days. Meanwhile, Amazon has expanded its Multi-Channel Fulfillment (MCF) and launched seller tools like “Multipacks,” extending its logistics reach across major platforms including Walmart, Shopify, and Shein.
Walmart’s Lightning Delivery: Breaking Records and Raising Expectations
- Walmart is now routinely completing deliveries in less than 30 minutes, with one-third of its US orders arriving to customers within three hours or less.
- Ultra-fast fulfillment is made possible by a vast network of over 4,700 US stores, converted into “forward deployed micro-fulfillment centers.” This physical footprint puts 94% of the US population within three hours of a Walmart, a figure expected to reach 95% by year-end.
- The strategic goal: turn three-day shipping into two-day, two-day into next-day, and ultimately make same-day and “sub-same-day” delivery the norm for more items than ever before.
Key Impacts:
- Customers who opt for express delivery spend 13% more per order.
- Walmart’s “speed shoppers” order twice as often and buy up to three times the value of average digital customers.
- Express services often require a subscription or extra fee, building new revenue streams for the retailer.
The Secret Sauce: Human and AI-Powered Logistics
Walmart’s fulfillment operation is anchored by:
- AI-powered route and inventory optimization.
- Store-as-warehouse models that bring goods closer to consumers.
- Innovative services like early-morning express for professionals and even live bait delivered at dawn (more than just a clever marketing hook—an example of category expansion beyond groceries).
Amazon Ups the Ante: Multi-Channel Fulfillment and Multipacks
Not to be outdone, Amazon has unleashed more innovations in 2025:
- Multi-Channel Fulfillment (MCF): Amazon’s logistics network is now open to orders from other leading platforms, letting sellers fulfill Walmart, Shopify, and Shein orders using Amazon’s renowned shipping and tracking infrastructure.
- Multipacks: Amazon’s new “Multipacks” feature helps sellers boost sales by testing different bundle options—improving order value, warehouse efficiency, and giving consumers more choices at a lower price point.
These moves further bolster Amazon’s dominant position, even while Walmart makes gains in speed and local availability. For sellers, this means easier omnichannel logistics and improved access to growing digital marketplaces.
The New Face of Competition: Who Will Win the Speed Race?
- Walmart holds an edge in same-day grocery and essentials, especially with curbside and in-store pickup appealing to nearly half its digital customers.
- Amazon’s scale, data analytics, and robotics continue to push the ceiling of operational efficiency, helping them remain ahead for bulk and multi-category fulfillment.
- The “ultra-fast” basket is growing all over ecommerce—consumers now expect instant or same-day delivery as the new minimum standard.
Why Speed Matters So Much
- “Speed shoppers” are the most valuable customers—buying more, spending more often, and choosing retailers who deliver reliably, in hours not days.
- Brands using Walmart Fulfillment Services (WFS) see 50% higher merchandise value and greater visibility, underscoring how logistics tech is now inseparable from ecommerce success.
Innovations Around Every Corner
Walmart:
- Expanded next-day delivery to more US cities, with a future goal of near-universal reach for 95% of American households.
- Store-based systems allow category expansion—from DIY and electronics to unexpected “instant needs” like live bait and breakfast before sunrise.
Amazon:
- Robust omnichannel logistics solutions offered to businesses of all sizes.
- Continuous experimentation with fulfillment processes—robotics, AI, and now customer bundle optimization via “Multipacks.”
Industry Impact: What It Means for Retailers and Consumers
- All major retailers must now invest heavily in fulfillment and last-mile logistics—or risk being left behind.
- Expectations for same-day or even within-the-hour delivery will drive bigger investments in data science, warehousing tech, and eco-friendly delivery (e.g., electric vehicle fleets, urban micro-warehouses).
- Omnichannel fulfillment (blending stores, curbside, and home delivery) emerges as the standard for future-ready retail.
The race between Walmart and Amazon sets the gold standard for delivery speed and logistics innovation worldwide. With five-minute deliveries, warehouse-to-doorstep fulfillment, and comprehensive seller tools, what once seemed like science fiction is now everyday reality. For customers and sellers alike, instant ecommerce is here to stay—and the next acceleration in this retail arms race is always just around the corner.
