I re-read the article. It says -
> Adopting an asset-light model, Mehta first built an app that let customers shop from established retailers--charging a delivery fee and, at least initially, a slight markup. Instacart kept a cut for itself and paid the shopper.
So the implication is that they are not selling stuff at markups now.
> It's just worth noting in this case as they are effectively just a delivery service so it might be unclear.
In that case, wouldn't revenue be the "delivery service fee" instead and not the value of what was delivered?
Looking at the article their revenue streams seem to be: delivery fees, Instacart Express Membership fees, partnerships with stores and advertisement fees. In which case using GMV seems odd.
So, the original question stands.
> Adopting an asset-light model, Mehta first built an app that let customers shop from established retailers--charging a delivery fee and, at least initially, a slight markup. Instacart kept a cut for itself and paid the shopper.
So the implication is that they are not selling stuff at markups now.
> It's just worth noting in this case as they are effectively just a delivery service so it might be unclear.
In that case, wouldn't revenue be the "delivery service fee" instead and not the value of what was delivered?
Looking at the article their revenue streams seem to be: delivery fees, Instacart Express Membership fees, partnerships with stores and advertisement fees. In which case using GMV seems odd.
So, the original question stands.