Amazon just raised the bar for retailers across the U.S. — chiefly Walmart and Target — to offer ever faster and cheaper shipping for online purchases. Or to lean into their bricks-and-mortar stores even more.
As if promising two-day delivery wasn't enough, Amazon just raised the bar for retailers across the U.S. — chiefly Walmart and Target — to offer even faster and cheaper shipping for online purchases. Or to lean into their bricks-and-mortar stores, something Amazon can't do, even more.
"Just as Amazon did with Prime 2-day delivery 14 years ago, we see a broad-based 1-day shipping offering increasing consumer e-commerce expectations ," Morgan Stanley analyst Brian Nowak said in a research note. While Walmart and Target don't break out for Wall Street how much money they spend on shipping and related expenses each year, we know those costs have eaten into profit margins and continue to do so. And investors have punished Walmart and Target, at least in the near term, for having to spend more money to compete.
Target, meanwhile, in March of 2018 made free two-day shipping available for all of its credit card holders, with no minimum purchase requirement. For all other Target shoppers, two-day shipping comes free with a minimum online order of $35. Target had lowered its purchase threshold to $25 from $50 in 2015, but raised it back to $35 in 2017.
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