Old Navy wants to stand out for consumers with convenience, now offering same-day delivery on items including jeans, beanies, and dress shoes through DoorDash.

“It’s a classic win-win,” said Nishith Rastogi, founder and CEO of Locus, a logistics tech provider recently acquired by IKEA parent company Ingka Group. “The retailer gets speed, and the platform gets density and stronger utilization across its network.”

The partnership fits into DoorDash’s ongoing expansion beyond restaurant delivery, which includes its collaborations with Petco, Sephora, and Best Buy. As same-day offerings rise, fashion retailers must decide if chasing same-day speed will set them apart.

Balancing convenience and price

The growing demand is clear, with 80% of consumers expecting same-day delivery from retailers, according to a November Capital One report. While consumers insist on same-day delivery, they're not always willing to pay for it.

• Among the 80% who expect same-day delivery, 30% expect it to be free, according to the Capital One report.
• While delivery speed matters, more consumers prioritize price and free shipping when shopping online, according to a January Ipsos survey.

This creates friction for apparel retailers, who often can’t meet same-day delivery demands on their own, said Rastogi.

“The labor model, density, and store network just aren’t built for it,” he said. “We’re seeing more brands lean on external partners to add speed without absorbing the full cost of building their own last-mile networks or technology.”

DoorDash becomes the discovery channel

Despite rising demand for fast delivery, apparel isn’t likely to see the same lift as groceries or household supplies, said our analyst Blake Droesch.

“Old Navy’s move could encourage some apparel brands, especially those focused on practical items like socks and T-shirts, to test the waters,” he said. “But it’s unlikely that apparel retailers will be investing in same-day delivery to the same degree as other product categories where there is a stronger customer use case.”

Through this partnership, DoorDash users must discover Old Navy through the DoorDash app, bypassing an owned channel that could help build consumer trust.

• After discovering a brand or product in-store, consumers are most likely to consult the brand’s official website or app (26%), according to a June EMARKETER survey.
• 47% of apparel shoppers trust brand websites for pre-purchase information, and only 26% trust online marketplaces, according to a January Bazaarvoice study.

“The tradeoff is that Old Navy loses some control over cross-sell paths and the traditional brand storytelling of its own site,” said Rastogi. “But it gains access to a high-intent audience that values speed above everything else.”

Chasing convenience shoppers

If consumers are consulting DoorDash for same-day deals, they weren’t in a leisurely shopping mode, said Rastogi.

“For same-day shoppers, convenience usually outweighs the desire to browse a brand’s full catalog,” he said.

While Old Navy may capture some shoppers in a pinch for basic retail items, the opportunity is much clearer for DoorDash, said Droesch.

“DoorDash, in turn, can use the partnership to promote its service as a one-stop-shop for same-day delivery across many different product categories.”

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.