Target says it's exploring plans to expand to other markets.

Target's move comes as the discounter aims to bolster its online business under CEO Brian Cornell, who came on board in August 2014 and is reshaping its business.

The launch also comes as the online grocery delivery market is heating up.

Online retail king Amazon.com Inc. began testing Amazon Fresh grocery delivery in Seattle in 2007 and has since expanded that service to Los Angeles, San Francisco, Philadelphia and parts of New York.

Meanwhile, Wal-Mart Stores Inc., the nation's largest food retailer, is testing online grocery delivery and pickup in five markets. However, a national rollout for both retailers is still elusive.

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