Forgive me but one of the main benefits I saw with Ocado when I lived in the UK was that deliveries were fulfilled from a Waitrose distribution center, rather t

Forgive me but one of the main benefits I saw with Ocado when I lived in the UK was that deliveries were fulfilled from a Waitrose distribution center, rather than a store. That means fresher food then what is available on Waitrose's shelves. For people who are not primarily cost-sensitive (ie Ocado/Waitrose shoppers) that's a significant advantage. In fact I don't see any advantage with a store-fulfilled solution - the overheads are greater because the good had to be delivered from the distribution center to the store and put on the shelves, and there is a risk that the store picker will give me food with the shortest sell-by date to encourage stock rotation (Sainsburys do that all the time). I can see in your instance that you are trying to offer fulfillment from independent retailers and so I guess your USP is that they are offering more unique food I can't get elsewhere - but I think that's a tough sell to make it worth my while to buy from you when most of my needs can be met from Waitrose via Ocado.