Big box retailer Walmart (WMT  ) is seemingly gearing up for the holiday shopping season early with the launch of its new last-mile delivery service.

Last-mile or "white glove" shipping is a service primarily born of the surge of ecommerce storefronts, specializing in the final step of delivery to a customer's door. Walmart's last-mile service, named Walmart GoLocal, will essentially allow customers to leverage the retailer's considerable logistics network for their clients.

Undoubtedly, the move is an attempt to dig further into Amazon's (AMZN  ) market share and keep pace with other competitors. However, given Walmart's massive and well-established logistics network, GoLocal seems like a reasonably strong dig.

"We're not the new kid, & that's a good thing. With the flick of a switch, you can tap into a mature, reliable, cost-efficient delivery powerhouse without sacrificing your customer relationships. Our service comes white labeled so your brand is front & center," the company said on the service's launch page.

Walmart hasn't provided much information on how the service will be priced; any customers seeking pricing information on the service's site are instead directed to submit a contact form to Walmart. The company has claimed, however, that GoLocal will be "competitively priced."

GoLocal functions identically to similar services; as soon as a customer order is completed, Walmart drivers are pinged for pickup and delivery. Walmart drivers will also collect feedback on the service, presumably to assist in further development.

The timing of the service brings it into the market in the waning months before the all-essential holiday shopping season begins, likely intended as part of the firm's deployment strategy. Offering rapid and reliable delivery services for the holiday season could be an immensely lucrative move for Walmart--especially after a solid second-quarter for the firm--given the general disarray that supply lines still seem to be suffering from as the pandemic continues to rage.

On Thursday, Walmart shares were down slightly for the week, clocking in at 1.7% down before markets opened.