In order for instacart to survive, it needs to partner with regional grocery chains by providing them with the 'ecommerce' side while the grocery chains provide delivery. I live in a metro area where a local chain now provides excellent delivery service (and the employed delivery people won't accept tips) and hope they succeed long term. I don't use Amazon for groceries although it might be available, and I never shop at Whole Foods because their stores are way too large. Whole Foods would dominate if they roll out 'whole foods Express' stores which would be much smaller (think 7-11) so that people can get in and out without feeling like they are walking through the Natural History Museum. Families buy the most groceries and are the most time constrained, but I'll never use instacart until they drop the whole gig-economy frontline workers as contractors bullshit.