[Instacart], as you may have read in the tech press, works as such: you pick out which groceries you want out of a selection of 25,000 on the app, and within an hour, someone delivers them for $14.99 plus whatever they cost. For $3.99 you can get the groceries within 3 hours. A delivery person texts you with the exact time you can expect the groceries. Pretty slick.
Mehta says he decided to go to the web after he noticed orders increasing in size. Most users order 17-20 items, rather than the three or four he expected. For someone to use Instacart for an entire week’s worth of groceries, they probably want to do it on a larger screen. The web and mobile apps sync, of course, and a running list of items can be added throughout the week and the order placed when you’re ready for it.