Instacart is definitely a retailer, but people just don't seem to realize it yet. They buy and then resell groceries. It's amazing that grocers don't recognize that Instacart is their competition, not their "best friend".

Instacart captures their grocer partners customers and sale. Why retailers would let another company slip in between the relationship between the retailer and their customer is going to go down as one of biggest errors in judgement this decade.

Think ahead: Instacart VCs put in hundreds of millions to procure millions of their retail partners customers information which results in billions in revenue. What happens if some of Instacarts main grocer partners want to cut ties eventually realizing the monster they created is not good for their business or brand? Is Instacart going to say "ok we will give up billions in revenue, thanks for giving us a try".

Ah...no. They'll buys stores, build stores or warehouses but they will not walk away from the billions they built on the backs of their best friends brand. How long is it going to take retailers to find out Instacart is a Wolf in Sheeps clothing in a race to get its brand built before anyone recognizes "what the hell did we do? ".