There are many ways in which brick-and-mortar and ecommerce retailers are alike, and there are others in which they are different. As the holiday season comes to a close, these two types of merchants begin competing against one another, as both scramble to bring consumers in their stores and on their sites.

One method that web retailers are using to attract shoppers is by offering fast shipping, The Wall Street Journal reports. This is being done to accommodate last-minute customers who are looking for quick ways to get the items they want. The news source highlights one example in GSI Commerce, which operates the online shipping of more than 70 brands. The company is promising to allow web shoppers to purchase items as late as 11 p.m. on December 22 and receive their products two days later on Christmas Eve.

Although it may be too late for this holiday season, retailers can boost their revenues and customer retention rates by offering free shipping for web consumers. According to a study by ShopRunner, customers are more likely to purchase items from businesses that provide the free option.