Ultrafast Grocery Delivery Shifts How People Think About Shopping for Everyday Essentials

It's never been easier to get a bottle of Gatorade or bag of pretzels while lounging on the couch


In certain American cities, the time between craving a bag of pretzels or bottle of Gatorade while lounging on the couch and having the items appear at the front door has never been shorter.

Ultrafast grocery delivery startups such as 1520, Jokr and Gopuff—which is currently valued at $15 billion—are making the idea of instant gratification through ecommerce impulse buying a reality by distributing the goods within mere minutes. If the activity proves sustainable long term, marketers will have new channels to reach consumers at the point of purchase, while grocers and corner stores may have to rethink the shopping experience.

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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.