The great advantage brick-and-mortar has had over online shopping is immediacy.

Buy an item in a store, take it home that very same minute; delivery times were generally expressed in terms of how far away from the store you lived.

With Amazon pushing for rapid same-day delivery, brick-and-mortar was given one more reason to fret.

Now, retailers are fighting back with their own brand of same-day delivery.

Same-day delivery operations have been in testing phases for some time at major brands like Best Buy, Kohl’s and Macy’s, and recently, these three have ramped up same-day delivery options in at least some of their locations.

Macy’s started earliest, back in 2014, but in recent days it’s rapidly inflated its access, now available in 17 major markets.

Best Buy’s rollout pace was more measured, launching in 13 markets last fall and adding a few new markets with it.

Kohl’s service is in fewer places than either, but all three are working with courier network Deliv, which picks up the merchandise and brings it to the customers directly.

With Best Buy sales up only 0.5 percent against the previous year’s results, and Kohl’s up 0.7 percent, it’s clear that some kind of response was in order.

Throw in the store closures Macy’s brought out in early January, and getting more sales was a vital step. With this, the stores are potentially gearing up for the ultimate means of competing with online shops.

By bringing the convenience of online to the immediacy of brick-and-mortar, that means that the only way online can compete is in range of goods offered.

I’ve found things on Amazon that I could find nowhere else, and that’s good for me and Amazon.

It’s not as beneficial for the other companies out there that I could have shopped with and didn’t because they didn’t have what I want.

So Amazon’s fortunes are likely still safe, but some ground will be lost as convenience shoppers take advantage of the new rapid delivery pace.

Will this be enough to bring back brick-and-mortar? It’s entirely possible, but convenience wasn’t online shopping’s only advantage.

Brick-and-mortar will have to take on the range of goods angle to truly shut out online shopping.