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.  

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.