LANSING, Mich. – Google Express has branched out beyond major cities to smaller Midwestern cities, the Detroit Free Press reports. The same-day and overnight delivery service for hardware, clothes, books, electronics, toys and nonperishable grocery items is building out its delivery area from Boston, Chicago, Los Angeles, San Francisco, San Jose and Washington, D.C.

Now, Google Express, which started in 2013, will deliver to parts of Illinois, Indiana, Michigan, Ohio and Wisconsin. “Our goal with Google Express is to offer a great shopping experience and connect people with their favorite stores, helping them get what they need, when they want it,” said Brian Elliott, general manager for Google Express.

Google Express has targeted tech-savvy customers who would rather not shop in a store. Google Express has more than a dozen retailers in its online “store,” including Ace Hardware, Barnes & Noble, Costco, Kohls, Pet Smart and Toys R’ Us. In northern California, Google Express also is piloting a fresh food and groceries delivery option. The service operates similarly to Amazon.com, with an annual membership fee of $95 and free delivery on orders of $15 or higher.

“There’s no doubt online shopping has cut into traditional brick-and-mortar selling,” said Tom Scott, senior vice president of the Michigan Retailers Association. “But most brick and mortar have responded by selling online as well. All retailing is becoming a mix. Everything is sort of blending. We need to see how they develop that program.”