Computer and electronics e-retailer Newegg Inc. is taking same-day into its own hands—or wheels. Starting today, consumers in Los Angeles ordering by 10 a.m. can have their purchases delivered on the same day by a fleet of Newegg delivery vehicles.

“Testing same-day delivery for our LA-based customers is something we’ve been closely looking at for many months,” says Soren Mills, chief marketing officer of Newegg North America. “If all goes as planned, we will expand into new delivery areas.” Newegg Inc. is based in City of Industry, CA, a suburb of Los Angeles.

The Newegg fleet is made up of Ford Transit trucks that are painted bright yellow and blue with a large Newegg logo on the side. The company is starting with five delivery vehicles. Newegg is No. 17 in the Internet Retailer Top 500 Guide and posted $2.73 billion in 2013 web sales.

The move puts Newegg into the same-day delivery battle. Amazon Inc. currently offers same-day delivery to 17% of the U.S. population, and recently expanded its “Get it Today” online filtering tool to consumers in more U.S. cities. Consumers can order more than 1 million products by noon and have them delivered by 9 p.m. in Baltimore, Dallas, Indianapolis, New York, Philadelphia and Washington, D.C. Amazon introduced same-day delivery in May in Phoenix, San Francisco and Seattle.

Google Inc. and Barnes & Noble Inc. this month launched same-day book delivery to consumers in Manhattan, the San Francisco Bay area and West Los Angeles.