One of the country's biggest online retailers has opened a huge distribution centre in Christchurch in a bid to get more South Islanders shopping online.
Mighty Ape has built the 5500sq metre warehouse near the city's airport and is now promising same-day or overnight delivery for thousands of products.
The company's chief executive Gracie MacKinlay said it would be a big change for those in the south, who are used to waiting for orders to make the long journey down from Auckland.
"I think South Island customers haven't got the same level of experience for ordering online for a long time and we want to change that."
To the Canterbury Employers' Chambers of Commerce, the investment is an example of growing confidence in Christchurch among big business.
Chief executive Leeann Watson told 1News that demand is growing whilst the city is leading New Zealand in net migration.
"We've got more people coming back to Christchurch than any other city in New Zealand," she said.
"The cost of living here is cheaper, the cost of accommodation and housing is really competitive and the cost of commercial rents is also really competitive — much lower than the likes of Auckland and Wellington."
However, the move leaves smaller local shops facing competition like never before.
Sarah Fitches runs Smartypants children's store in Christchurch and argues the in-person experience is worth saving.
She runs a split operation, with an online store and a physical location, so she can interact with her customers.
"A lot of my customers don't want to buy online. They tell us all the time, 'I don't like buying online'. They want to come in here and actually look at the product," she said.
"We can help them make an educated decision on what they're buying."
But Mighty Ape is so confident in its plan that it built its warehouse with expansion in mind. Many of the shelves in its massive facility are still empty, with the hope that business will grow as South Islanders get used to quicker delivery times.
MacKinlay claims Christchurch customers are already surprised with the speed of arrival — with one shopper making an order in the morning, and shocked to see it delivered in the afternoon.
"When you realise how easy it is and how convenient it is, more and more people will shop online, they will tell their friends and family, and they will find the products they truly need," she said.
And this afternoon, with the vision sold, the chief executive took hold of a pair of scissors and officially cut the ribbon.
The moment marked a new frontier — the battle in the shopping industry extending south.
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