Tapping into their stores as inventory centers, Macy’s and Bloomingdale’s are adding nine markets to their same-day delivery service, bringing to 17 the total areas served.

Macy’s Inc., No. 7 in the Internet Retailer 2015 Top 500 Guide, and its Bloomingdale’s division, will offer the service to customers who order online in Atlanta, Boston, Dallas and other areas through delivery provider Deliv in conjunction with mall operators including General Growth Properties, Simon Property Group, and Westfield Corp. Customers will pay a $5 fee above standard ground shipping rates.

“When we piloted same-day delivery in eight markets initially last fall, we learned that our customers appreciate the additional option of having their purchase brought to their home or office in a matter of hours,” said R.B. Harrison, Macy’s chief omnichannel officer. “Our ability to expand same-day delivery is rooted in local merchandise inventories at Macy’s stores, as well as a newly expanded delivery footprint of our partners at Deliv.”

E-retailers have boosted their same-day delivery efforts for a couple of years, and the service seems to be catching on with consumers. In a Total Retail V Survey by PricewaterhouseCoopers, released in October, 61% of consumers surveyed said they would pay for same-day delivery, while 58% would pay for one or two-day delivery. 37% said they would pay for 90-minute delivery for a store-based purchase. The questions assumed they had free basic delivery. The questions were asked of 964 respondents in the report, and respondents ranked their three most important factors.

Amazon Prime Now in July expanded its one-hour delivery service to Chicago and Indianapolis, after already offering the service in Baltimore, Dallas and Miami.

The new markets for Macy’s same-day delivery are:

• Atlanta (Macy’s and Bloomingdale’s).
• Boston (Macy’s and Bloomingdale’s).
• Dallas (Macy’s only).
• Honolulu (Macy’s and Bloomingdale’s).
• Las Vegas (Macy’s only).
• Miami/Ft. Lauderdale (Macy’s and Bloomingdale’s).
• New York City/Western Long Island (Macy’s and Bloomingdale’s same-day delivery to NYC outer boroughs and suburban Long Island begins in August 2015; service to customers in Manhattan is expected to begin in October 2015.)
• Orange County, California (Macy’s and Bloomingdale’s).
• Philadelphia (Macy’s and Bloomingdale’s).

In a few markets—Chicago, Los Angeles and San Francisco—Deliv also will pick up an online purchase being returned to macys.com or bloomingdales.com. Customers go online to authorize the return and schedule a pickup time at their home or office.

Deliv is a crowd-sourced company that supplies same-day delivery and returns for 250 retailers, including Williams-Sonoma (No. 20) , Foot Locker (No. 54), 1-800-Flowers (No. 56) and others, and has partnered with the six largest mall operators in the country.