Walmart's Jet.com is relaunching to make shopping online more fun in a direct challenge to Amazon (WMT, AMZN)

Jet.com is relaunching its website with a focus on a unique experience and a carefully chosen assortment of brands and merchandise.
The
Jet is also launching same-day grocery delivery in the New York City area.

Jet.com is a go for relaunch.

The Walmart-owned e-commerce site has completely overhauled its website as part of an effort to "

"I think we've been indoctrinated over the last 10 years that e-commerce is a very transactional experience," Simon Belsham, president of Jet.com and a senior vice president at Walmart, told Business Insider. "We know that a lot of people shop for enjoyment, inspiration, and discovery and with the new site, we're putting that customer centricity back into the experience.

The e in e-commerce also stands for emotion.

The new Jet.com keeps that focus, but now it's less about the transaction, and more about the emotion of shopping and what it brings out in customers.

"[With the] N

For grocery, Jet is leveraging new resources like the fulfillment center in the Bronx and the Walmart-owned courier service Parcel to bring grocery delivery to New York City.

Called City Grocery, Jet customers will be able to pay a $6 fee to have their groceries delivered same day or next day within a three-hour window.

Many local brands will be featured, like Orwasher's Bakery, Pat LaFrieda Meats, and Bedford Cheese Shop, but there will be plenty of national brands too. The service will be available in four out the five New York City boroughs and parts of New Jersey.

As the Bronx facility ramps up, Belsham said customers will be able to add other merchandise to their grocery orders as well.

The delivery service is starting in New York, but Jet will consider other cities to launch it in the future.

Walmart has seen explosive e-commerce growth in recent years, including 40% growth online in the most recent quarterly results reported in August.

That's due in part to a massive investment in brands like Jet to better compete with e-commerce natives like Amazon. Jet's relaunch is likely an attempt to stabilize that growth and further differentiate Jet from its mass-market parent brand.