Is it likely to pay off for them? There are some concerns around the opportunity for growth that has some advisors applying the brakes.
For instance, can these businesses develop and scale? Moreover, will this current demand persist once the pandemic is well and truly over?
There may not be any cause for concern. Behavioural studies show that once a habit is formed, it is slow to change. This could mean a stable demand for this service or, at the least, give companies time to innovate around shifting demand.
There is also the possibility that shoppers will get used to quicker deliveries, and not want to return to booking one or two weeks in advance. Next day delivery - a standard option for deliveries across retail - is increasingly common, and is fast on its way to becoming the predominant way that customers order.
But expectations for same-day delivery are also growing, and larger supermarkets - Asda, Tesco, Sainsbury’s - have started to invest in rapid deliveries as their newer, more agile competitors gain traction. Shoppers around the world have begun to see same-day, rapid delivery as a ‘new normal’, according to research in this area. Providing this service also seems to inspire further transactions: the less time a delivery takes, the more orders a business gets.