COVID-19 brought a radical change in customer behaviour making them opt for more time-saving and convenient shopping options putting considerable strain on e-commerce and online retailers. This made e-commerce retailers think about smoothening the transitions by removing the frictional forces to convert their occasional customers into loyal ones. As online shopping posed to be a necessity rather than a choice, it went ahead with securing online identities and protecting accounts from takeover control to stabilizing at a lower growth rate than they are today. Groceries like other daily essentials like milk and dairy completely changed the retail landscape and will continue rolling the momentum in coming years. Find the relevance as we discuss the business models for online grocery apps like Instacart here!