https://www.theverge.com/2018/11/7/18071818/instacart-grocery-pickup-service-free-delivery-us-cities

Instacart just announced that its new grocery pickup service will launch in cities across the United States. The new pickup option works alongside Instacart’s delivery service, which supports many of the same supermarkets.

Any viable grocery delivery / pickup service needs a wide variety of retailers to source from. Instacart has different buying options that include both pickup and delivery to keep customers interested and to stay competitive against the likes of Amazon’s grocery stores, Prime Fresh, or even DoorDash.