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The Guardian - AU
The Guardian - AU
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Maggie Zhou

Do we really need clothes delivered in under an hour? Target’s Uber Eats deal is convenience culture gone wild

Target Uber Eats Big W Fashion Uber
A motion-blurred Uber Eats cyclist with a green delivery bag rides down a city street
‘This latest tech retail partnership is a timely reminder of our dependence on convenience. Having whatever we want, wherever and whenever we want, has become a given.’ Photograph: Cristina Arias

In a move nobody outside of boardrooms asked for, Target has become the first fashion retailer in Australia to make its products available to order via the Uber Eats app as of September. This means that a “curated” selection of 25,000 of Target’s products can arrive at your door in under an hour, thanks to Uber Eats’ “on-demand” delivery.

It follows Bunnings’ introduction to the platform in February, and Kmart appears to be following suit with Uber delivery available on some eligible orders. Big W has also joined in on the action, with more than 35,000 Big W “essentials” (their words, not mine) now ready to be delivered to your home in 60 minutes via DoorDash.

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