October 27, 2010, 2:10 PM

Busy Manhattan residents can now get diapers and other necessities the same day

Quidsi Inc., the parent of Diapers.com, rolls out same-day delivery in Manhattan.

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Quidsi Inc., the parent company of Diapers.com and Soap.com, by the end of 2010 will have built up a $300 million annual online retailing business by giving busy moms more ways to conveniently shop online.

Now if mothers who are raising families—Quidsi’s core customers—happen to live in Manhattan, they also can catch a break on faster delivery. Shoppers of both Diapers.com, No. 85 in the Internet Retailer Top 500 Guide, and Soap.com, Quidsi’s recently launched personal care products e-commerce site, can now receive same-day delivery, which is free on orders of over $25.

If the orders are placed by 9 a.m. Eastern Monday through Friday, the shopper can expect same-day delivery, says CEO Marc Lore. “With same-day shipping in Manhattan, we have made online shopping one step closer to completely eliminating the need for physical stores,” says Lore.

The retailer hopes to roll out same-day delivery nationwide Lore says. The company can offer it in Manhattan because the retailer has a local fulfillment center and a robotic fulfillment program from Kiva Systems that reduces from about two hours to around 20 minutes the time it takes to pick, pack and ship an order.

“We know that running out of essential products like toothpaste, toilet paper or diapers can be a huge hassle, which is why we’re thrilled to give consumers a quick and easy way to get these products without going to a store,” says Lore.

Quidsi, which now says it has 500,000 customers nationwide and can ship overnight to 74% of the U.S., joins other big online retailers, including Amazon.com and Barnes & Noble Inc., in offering same-day delivery to customers who live in metropolitan New York. Barnes & Noble (No. 42) has offered same-day delivery to online shoppers who live in Manhattan since 2000. For its Amazon Prime customers who live in the New York metropolitan area and six other large cities, Amazon (No. 1) began offering same-day delivery in October 2009.

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