Google, steps in fresh grocery deliveries, to offer virtual supermarkets


The most admired ‘Google’ is now more than a search engine, with the introduction of its pilot program the giant engine will now be delivering will with fresh peaches and a gallon of milk at doorstep.

Google has started a pilot program in Los Angeles and San Francisco to offer same-day delivery of fruits, vegetables, meat, seafood, dairy and frozen foods as part of its Google Express service. The program already offers snacks, cereals, drinks and other non-perishable foods.

Prabhu Balasubramanian, a Google Express manager, in a statement said “We’ve heard your feedback that you’d love for Express to help you check off your entire grocery list.”

California-based Google has moved into fresh groceries to keep pace in the race to offer instant gratification to consumers, right in their homes. Led by Amazon’s push into faster deliveries, most retailers are now trying to find ways to speed up their shipments too. While Google Express has a strong stable of retail partners, including Costco, Toys “R” Us and Whole Foods, it is still overshadowed by Amazon Prime Now. Amazon’s ever-expanding quick delivery includes items ranging from shampoo to wrapping paper to game consoles.

Fresh groceries could help Google Express at least match some of Amazon’s offerings in Los Angeles and San Francisco. But it will still take time for others to catch up to Amazon, as the online retailer keeps adding more items to rapid delivery.

The Fresh grocery deliveries start at $2.99 for Google Express members, whereas it worth $4.99 for customers other then members. Customers can choose two-hour windows for deliveries, which are available every day. A membership costs $10 a month or $95 a year. By comparison, an Instacart Express membership is $149 a year and an AmazonFresh grocery membership costs $299 annually.

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