American grocery store Kroger has launched an online direct-to-customer delivery service. The platform will allow customers to select from a range of products and have them shipped directly to their door.

Kroger will ship products free of charge on all orders over $35 with lesser orders being charged the small fee of $4.99. During the first initial phase of the platforms launch customers will able to choose from over 50,000 shelf stable products that once ordered online will be delivered directly to their door.

The platform will also offer a subscription service where customers will be able to save certain products, like toilet paper, and have them delivered on a weekly or monthly basis. Kroger Ship will be available for next day delivery in certain cities where the brand is more prominent.

Users will be given exclusive promotional offers such as the ability to earn fuel points, digital deals and coupons, plus access to the “set and save” subscription service.

The goal of the company is to eventually have no physical stores in an effort to compete with giants Amazon and Walmart. Kroger recently purchased meal kit company Home Chef and early this year announced its partnership with online supermarket Ocado.