> The stores themselves will just roll out their own competing services.
Safeway already has their own online ordering & delivery service, however it doesn't allow you to bundle items from other (possibly competing) stores. Instacart allows you to pick (for example) 3 items from Safeway, 2 items from Trader Joe's, 1 item from Costco, and 6 items from Target ... all in the same delivery. It would take a joint venture / agreement among all the major retail chains to make that happen with their own services. Instacart's model is actually safer than it seems at first glance.
Safeway already has their own online ordering & delivery service, however it doesn't allow you to bundle items from other (possibly competing) stores. Instacart allows you to pick (for example) 3 items from Safeway, 2 items from Trader Joe's, 1 item from Costco, and 6 items from Target ... all in the same delivery. It would take a joint venture / agreement among all the major retail chains to make that happen with their own services. Instacart's model is actually safer than it seems at first glance.