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Walmart has decided to end the $35 minimum order requirement for free Express two-hour delivery service.

"Many customers use Express delivery for when they’re in a pinch, whether it be a missing ingredient for a weeknight dinner or a pack of diapers," said Tom Ward, senior vice president of customer product at Walmart, in a prepared statement. "Customers told us sometimes the items they needed in a hurry didn’t meet the minimum, so we’re removing it, making it even easier for customers to get what they need when they need it."

USA Today reports that the Express delivery service "is available at 3,000 Walmart stores. It typically costs $10 on top of the existing delivery charge. Members of Walmart+ only pay $10 for an order.

"Walmart expanded its Express delivery last year in response to the COVID-19 pandemic, as more Americans avoided shopping in person, opting to either buy using curbside pickup or delivery services."

KC's View:

One of the things that happens as e-commerce continues to grow, accelerated by pandemic realities, is that retailers with a real commitment to grabbing their share are looking for ways to differentiate themselves and remove friction.  Fees are the very definition of friction, and so retailers that can afford to do so - and some that cannot - will be dropping those fees in a move to capture market share.