November 11, 2022

2 minute read


Should there be urgency for consumer brands when it comes to winning on omni-enablers?


Moving early means moving before something’s obvious. Once it’s obvious, your competitors will be there and you’re simply moving along with the market.

The omni-enabler market and all the macroeconomic dynamics wrapped up in it makes for a non-obvious opportunity.

  • There’s no guarantee Instacart or its peers emerge out of the “eCommerce Winter”.
  • eGrocery is devilishly challenging from an economics perspective.
  • Maybe it takes a decade for capital markets to go back to risk-on or maybe automation, and dark stores, and MFCs never materialize.
  • Maybe labor markets loosen and customer acquisition costs decline, reducing the incentive for grocers to work with omni-enablers.

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