There are some very big retailers that are seeing the benefit of literally meeting shoppers where they are with same-day delivery.  With just a quick product search, find of a great online deal and checkout, an online shopper can have their items from Macy’s, Google and Amazon in no time at all.  In a matter of hours, you can have your household goods, tech gadget or even food, at your door.

Yet, other companies are seeing these well-known retailers thrive, and they want a slice of the pie too.  Etsy has decided to be one of those retailers and now the company has entered the same-day delivery race.  Re/code recently reported that Etsy has announced it’s new pilot program to test same-day and next-day delivery in parts of New York City, specifically Brooklyn and Queens.  Etsy ASAP will launch sometime this fall, and shoppers in these areas will begin to find the delivery option on Etsy’s product search and checkout pages.

The retailer will be partnering with delivery startup Postmates, a service product via the US Postal Service, which is venturing into new innovations utilizing its’ robust delivery fleet.  Postmates couriers will be stationed in areas Esty services and be ready to deliver.  New York City has the infrastructure and economies of scale to make same-day delivery work.  The service marketing, in conjunction with Etsy products, is what will make the difference, because more shoppers will probably use it the more they are aware of it.  It’s better to market same-day delivery now before the holiday season arrives.

Testing the new service couldn’t come at a better time with the new holiday shopping season knocking at the door.  It makes sense.  A year ago, popular department store leader Macy’s quickly rolled out  same-day delivery is several large US cities, including San Francisco, Los Angeles, San Jose, Houston, Chicago, Seattle, New Jersey, and Washington DC.  This past August, Macy’s expanded its’ service into nine more US markets, with plans to add 14 more by the end of this year also.  With all of the new additions, Macy’s will surpass Amazon’s service reach in the US.

Calia Talmor, senior product manager for shipping and order management, talked about in the article the demand Etsy receives for fast delivery. She stated, “We hear from sellers that they get constant requests from buyers for getting stuff really fast.  They feel they are in a bind and actually it’s technologically almost impossible…this gives them a way to do it really easily on Etsy”.