Walmart-owned e-commerce site launching same-day grocery shipment in New York City, a Hoboken-based e-commerce website that Walmart purchased 2 years ago, is going head-to-head with Amazon on its home turf.Starting today

, it is offering delivery, within 3 hours, of select grocery and other items to clients in New York City. The relocation follows Walmart’s purchase in 2015 of Brooklyn-based delivery service Parcel and will be helped by a Bronx fulfillment center that will open in the fall.

Jet is likewise relaunching its website to give it a more local feel, with offerings from identifiably New York brands, consisting of Orwashers Bakery, Pat LaFrieda meat purveyor and Bedford Cheese Store. In the coming months craft beers will become available for delivery.Archrival Amazon operates online grocer Amazon Fresh and just recently released one-hour home shipment in New york city of online orders from Whole Foods( which also uses craft beer). The relaunch of the Jet website follows an offer made this spring with Apple to bring its products and a brand-new partnership with Nike that will bring the business’s footwear, clothing and accessories to the website next month.Jet is pitching its new functions as a more regional and tailored version of online shopping than what’s used by Amazon.” It’s our take on where retail is going,”said Simon Belsham, a veteran British supermarket executive who was called president of Jet in March.”This is just the beginning. We’re aiming to position Jet as an organisation that can make lives much better for individuals who reside in cities.”Jet has strategies to extend the localized method to other huge cities”in time,” according to its announcement.”

It might be a video game changer in the markets it remains in,”said Sucharita Kodali, a retail analyst at Forrester Research.

She noted that this finally might be a way for Walmart to have a presence in New York, where local opposition consistently blocked the company’s efforts to open a store.”If it’s a less expensive way to get in the New York market than to invest billions in a physical shop however it still gets them significant sales, that is

success,” she said.

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