Dive Brief:

• Menlo Park, CA-based same-day delivery company Deliv announced Monday that it has new agreements with 18 more U.S. shopping malls and will being operating in four new cities: Seattle, Houston, Washington, DC, and in northern New Jersey.

• The startup now has agreements with 30 malls nationwide. In addition to the new cities, it offers services in San Francisco, San Jose, Chicago, and Los Angeles. Department stores Macy’s and Bloomingdale’s, electronics retailer Newegg, and other retailers have enlisted Deliv to make their same-day deliveries.

• The news comes on the heels of an expansion announcement by Google Express, moves by Amazon to make speedy deliveries more easily, and free shipping on nearly all orders from Target for the holidays. 

Dive Insight:

The delivery wars have only heated up in the past several months, even more so with the holidays approaching. Deliv is giving brick-and-mortar stores an opportunity to compete with e-commerce, at a highly desirable price point ($5 and up). At this rate, shoppers, who usually have to pay mightily for fast shipping, may increasingly come to expect fulfillment that is both fast and cheap.