So while some stores may do their own delivery, by consolidating that space into a single player they are able to create tremendous volume. OP's point was th

So while some stores may do their own delivery, by consolidating that space into a single player they are able to create tremendous volume. OP's point was that shoppers typically shop at 1-2 grocery stores. Seamless/GrubHub is different because people are more likely order from several restaurants across time. clairity makes an astute point that Instacart's personalized data is more valuable than any single grocery store's data. and competing on "store shelves" allows them to negotiate with brands directly, and totally circumvent the grocery stores. .... but in order to do that, they need to capture the market, and they need their operating model to work well for long enough to meet that goal