Can Instacart reconfigure America’s grocery wars?

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Can Instacart reconfigure America’s grocery wars?
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On August 2nd, Fidji Simo became chief executive of Instacart. She is expected to drive the company to an initial public offering which could change America’s grocery wars

On August 2nd, at 35 years old, she became chief executive of Instacart, an equally rocket-like online-grocery platform. The San Francisco-based firm has become a household name in America and Canada during the covid-19 pandemic for its app giving digital access to the shelves of 600 retailers, big and small, as well as its 500,000-strong army of gig-economy workers who pick and pack goods from supermarkets and deliver them to customers.

Yet she is also expected soon to lead Instacart to an initial public offering that will probably value it higher than most American supermarkets. To underpin such a valuation, she needs to find ways of making it profitable—without alienating the supermarkets that Instacart considers its partners. The higher the valuation Instacart achieves, the more it suggests that supermarkets will get the short end of the stick.

Ms Simo acknowledges that after a breathless year, Instacart is at a “new resting heart rate”. As the online share of groceries in America rises from a modest 8% of total sales, she sees plenty of growth ahead. But competition is heating up. Walmart, America’s biggest grocer, may have regained the upper hand in delivery. Amazon Fresh is a force to be reckoned with. Rival upstarts, such as DoorDash and Uber Eats, are expanding from meals to everyday goods .

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