Same-day shipping has long been the holy grail of online retail.

But today more and more companies are cracking the code and solving the riddle that's long kept e-tailing just a sliver of larger retail sales. 

While this service is a big win for consumers, the real question is whether it spells success for retailers. Fulfilling orders on such a short time frame is logistically challenging and can be financially taxing, but even small market-share gains in the broader retail experience are huge wins. 

Ultimately, Austin isn't sure the impact from these programs is as positive, or as negative, as many would have you believe, and it doesn't change his investment thesis on most companies in this space.  

Austin Smith owns shares of eBay. Chris Bledsoe has no positions in the stocks mentioned above. The Motley Fool owns shares of Amazon.com. Motley Fool newsletter services recommend Amazon.com and eBay. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.