From the Upper East Side to Williamsburg, delivery company names are plastered on subway turnstiles, bike docks, bus shelters and backpacks of cycling couriers zooming by. They promise to get milk, frozen pizza, diapers and other online purchases to customers’ doors almost instantly.

The explosion of ultrafast delivery services has turned New York City into a testing ground. Gopuff, a pioneer in the “instant needs” category, launched Wednesday in New York City. International players, including Russia-born Buyk and Berlin-based Gorillas, have launched in the city over the past few months. And more are coming, including Turkey’s Getir.

All are making a similar bet: consumers want their goods faster and without leaving home. Yet, they still have to prove they can stand out in a crowded field and turn a profit.


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