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Walmart said shoppers are using 30-minute delivery both for planned shopping and more urgent "need it now" purchases. Photo: Jay L Clendenin/Getty Images

Walmart says faster delivery is changing how customers shop, with more people using 30-minute delivery for everyday needs like diapers, cold medicine and meal ingredients, the company told Axios.

Why it matters: Retailers are increasingly competing on speed — not just price — as Walmart, Amazon, Target and grocery chains battle to become consumers' go-to platform for urgent shopping.