Same-Day Delivery Revolution: How Gig Networks Are Changing E-commerce Shipping

The last-mile delivery landscape is transforming rapidly. Major retailers are partnering with gig economy platforms to offer same-day delivery, and this capability is now becoming accessible to businesses of all sizes. Here's what you need to know about this shipping revolution.

The Gig Economy Delivery Explosion

What's Happening

In 2025-2026, marketplace and e-commerce platforms are building same-day delivery directly into online checkouts using gig networks:

• Walmart partnered with DoorDash and Uber
• Kroger integrated with Instacart
• Home Depot works with Uber Eats
• Ace Hardware uses DoorDash for deliveries
• Best Buy offers same-day through various partners

Why This Matters

For consumers:

• Same-day delivery expectation is now standard
• Convenient delivery windows
• Real-time tracking
• Contactless options

For businesses:

• Compete with Amazon's delivery speed
• No fleet investment required
• Flexible capacity on demand
• Reach more customers

How Gig Delivery Works

The Platform Players

DoorDash:

• Started with food, expanded to retail
• DoorDash Drive for businesses
• Local delivery within hours
• Real-time tracking

Instacart:

• Grocery-focused, expanding to general retail
• Instacart Connect for partners
• Same-day and scheduled delivery
• In-store shopping + delivery

Uber/Uber Eats:

• Uber Direct for businesses
• Uber Connect for packages
• Fast delivery network
• App-based tracking

Shipt (Target-owned):

• Same-day delivery service
• Membership model
• Personal shoppers
• Wide retail partnerships

How It Works for Businesses

Order placed: Customer orders on your site/app

Routed to gig platform: API sends delivery request

Driver assigned: Nearest available driver accepts

Picked up: Driver collects from store/warehouse

Delivered: Customer receives within hours

Confirmed: Proof of delivery sent

Implementing Same-Day Delivery

Option 1: Direct Platform Integration

DoorDash Drive:

• API integration
• White-label delivery
• Your branding maintained
• Per-delivery pricing

Uber Direct:

• REST API available
• Webhook notifications
• Custom delivery windows
• Volume discounts

Instacart Connect:

• Partner portal
• Integration support
• Scheduled or on-demand
• Analytics dashboard

Option 2: Multi-Platform Aggregators

Services that connect to multiple gig platforms:

• Bringg: Multi-carrier orchestration
• Deliverr (now Flexport): Distributed fulfillment
• Roadie: Crowdsourced delivery
• Dolly: Large item delivery

Option 3: Shipping Software Integration

Many shipping platforms now offer gig delivery:

• Rate shop across traditional and gig carriers
• Unified tracking
• Single integration point
• Automated carrier selection

Cost Analysis

Pricing Models

Per-delivery fees (typical ranges):

Factors affecting cost:

• Distance from pickup
• Time of day (surge pricing)
• Package size/weight
• Delivery urgency
• Market demand

Cost Comparison

Same-day options compared:

When It Makes Sense

Good candidates for gig delivery:

• High-margin products
• Urgent/time-sensitive items
• Local customer base
• Perishable goods
• Last-minute purchases

Not ideal for:

• Low-margin products
• Heavy/bulky items
• Long-distance shipping
• Price-sensitive customers

Setting Up Your Business

Requirements

Infrastructure needs:

• Store or fulfillment location
• Order management system
• API integration capability
• Staff for order preparation

Operational considerations:

• Order cutoff times
• Packaging for quick handoff
• Staging area for drivers
• Clear pickup instructions

Integration Steps

Choose platform(s): Based on coverage and pricing

Apply for business account: Complete onboarding

Technical integration: API or platform connection

Test thoroughly: Trial deliveries before launch

Train staff: Pickup procedures

Launch and optimize: Monitor and adjust

Best Practices

For successful gig delivery:

• Have orders ready before driver arrives
• Use clear packaging and labeling
• Provide accurate pickup instructions
• Monitor delivery times
• Collect customer feedback
• Track costs carefully

Customer Experience

Setting Expectations

Communication points:

• Checkout: Clear delivery time estimate
• Order confirmation: Delivery details
• Driver assigned: Real-time tracking link
• Delivery: Photo confirmation

Managing Delivery Windows

Options to offer:

• ASAP (1-2 hours)
• Scheduled window (2-hour blocks)
• Same-day (by end of day)

Handling Issues

Common problems and solutions:

• Wrong address: Verify at checkout
• No one home: Contactless instructions
• Driver can't find location: Clear directions
• Damaged item: Quick replacement process

Competitive Advantages

Speed as Differentiator

Why same-day matters:

• 56% of shoppers expect same-day options
• Reduces cart abandonment
• Enables impulse purchases
• Competes with in-store pickup

Local Market Edge

Benefits for local businesses:

• Beat national competitors on speed
• No warehouse network needed
• Personal touch possible
• Community connection

Inventory Flexibility

Ship from store benefits:

• Use existing inventory
• No separate fulfillment center
• Real-time availability
• Reduce markdowns on slow stock

Challenges and Solutions

Challenge: Inconsistent Service

The problem: Gig drivers vary in reliability Solutions:

• Use platforms with rating systems
• Set quality thresholds
• Have backup options
• Monitor performance metrics

Challenge: Cost Management

The problem: Per-delivery costs add up Solutions:

• Set minimum order thresholds
• Charge delivery fees strategically
• Use for high-margin items only
• Negotiate volume discounts

Challenge: Peak Demand

The problem: Driver availability during busy times Solutions:

• Pre-schedule when possible
• Use multiple platforms
• Have backup carriers
• Adjust delivery promises

Challenge: Package Suitability

The problem: Not all items fit gig delivery Solutions:

• Clear size/weight limits
• Alternative options for large items
• Specialized platforms for bulky goods

Future Trends

Where Gig Delivery Is Heading

Emerging developments:

• Autonomous delivery vehicles
• Drone integration
• Predictive dispatching
• Dynamic pricing optimization
• Expanded retail categories

Industry Consolidation

What to watch:

• Platform mergers and acquisitions
• Carrier partnerships expanding
• Technology standardization
• Pricing stabilization

Getting Started Checklist

For Small Businesses

Identify local gig platforms available

Calculate cost per delivery for your products

Determine minimum order for profitability

Start with one platform

Test with limited SKUs

Gather customer feedback

Expand based on results

For Growing Businesses

Evaluate multiple platform options

Consider aggregator services

Build API integrations

Train dedicated staff

Set up performance tracking

Negotiate volume pricing

Scale across locations

Key Takeaways

Gig delivery is mainstream: Major retailers have adopted it

Accessibility: Available to businesses of all sizes

Speed wins customers: Same-day is becoming expected

Cost management is key: Not for every product

Technology enables scale: API integrations make it practical

Customer experience matters: Communication is critical

The same-day delivery revolution is here. Whether you partner directly with gig platforms or use aggregator services, offering faster delivery options is becoming essential to compete in e-commerce.