The rise of e-commerce has led to increased consumer expectations for faster delivery times, with same-day delivery becoming a new standard driven by giants like Amazon. This has put pressure on traditional retailers, especially in markets like Germany, to adapt. While Amazon covers all major cities with its same-day delivery, most large retailers only cover a fraction. The document suggests that retailers leverage their existing store networks for same-day fulfillment, requiring strategic upgrades in fulfillment networks, IT systems, store layouts, and business economics to stay competitive.

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