Engadget reports that Walmart is relaunching Jet, two years after it purchased the e-commerce business, and repositioning it as focused on urban consumers.

Here’s how the story frames the move:

“Going forward, Jet.com will now cater more towards city dwellers, and the site's images and offered products will be tailored based on the customer's location. This localization is kicking off with New York City, but TechCrunch reports that it will roll out to more cities as well. Boston, Philadelphia and Washington, DC are up next.

“In NYC, Jet.com is also offering three-hour same-day and next-day grocery delivery for a $6 fee. Deliveries will be managed by another Walmart acquisition, Parcel, and the company says it will consider expanding the service to additional cities in the future. Additionally, Jet.com will also offer personalized recommendations, different shopping experiences for each product category and the ability to build shopping lists with Siri. Next month, Jet.com will also begin offering Nike and Converse products.”

KC's View: To me, this is very smart. (Not that Doug McMillon and Marc Lore need or want my approbation.) But as Americans become more urban in nature, getting married and having kids later, living in smaller homes and maybe not even owning cars, companies that traditionally have built their businesses on big stores in suburbs that depend on families with lots of kids riding around in minivans, are going to have to make some adjustments.

Jet is a perfect vehicle for this. I keep waiting for what I think is inevitable - small format Jet bricks-and-mortar stores strategically placed in urban neighborhoods and with an approach highly distinct from Walmart’s.