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Walmart.com will soon begin offering same-day delivery to some customers in New York City, and it has purchased a local startup to help it with the behind-the-scenes logistics.

Online shopping continues to increase in popularity, but CPG products in particular have seen a recent spike in digital sales as well.

Effectively reaching this “always on” omnishopper is vital to long-term success. If you’re worried that you’re a bit behind in addressing the opportunity, you’ll be glad to know there’s still time to benefit from this sea change in consumer behavior … if you act quickly.