An organic baby formula company says it'll speed up your online order if you add a tip. It's the latest example of tipping gone overboard that's driving some customers crazy.

• As tipping grows beyond restaurants, some businesses are considering ways to encourage the practice.
• A baby formula company says it can will deliver orders faster to customers who tip, per the WSJ.

If you want your order delivered faster, throwing in some extra cash may help.

Baby formula company Organic Life Start is slashing fulfillment times from 24 hours to 12 hours for customers who tip when they check out, according to The Wall Street Journal. A review of the company's checkout page confirmed that offer.

A company representative framed tipping as an opportunity for customers to acknowledge the personal touch and labor that goes into fulfilling an order in a statement to Insider. The representative also said that it directs all tips to its warehouse staff.

"While so much of today's online shopping experience is automated, one of the remaining human touch points in our product offering remains the process of picking and packing," the company representative said in the statement. "Tipping offers a very real way for us to let our customers speak up and thank our warehouse team for processing their orders."

The company offers customers the option to choose tips of 5%, 10%, or 15%, or an amount of the customer's choosing, according to the checkout page on the Organic Life Start site.

"If a customer chooses any tip amount, processing times are halved," the representative told Insider.

The subject of tipping and its expansion into a wider range of consumer experiences has been fraught. The phenomenon can be at least partly attributed to rising inflation and costs that companies are looking to pass onto customers, Insider previously reported.

Tipping could also influence the speed and quality of food delivery through gig-worker driven apps like DoorDash. Tales of delivery drivers fighting back, like one who declined to serve food to a customer who tipped little after they'd made a long drive, have seemed to underscore the degree to which some workers say they rely on adequate tips for survival.

Insider has also extensively covered the evolving nature of warehouse work, a field that can sometimes be marked by grueling labor conditions and injuries, depending on the type of e-commerce business it is tied to. About 1.8 million people in the US work in warehouses, Insider's Aki Ito reported in October.