Excellent overview of the challenges. I can add that I worked for a regional supermarket chain in the marketing dept for a short time. That company had already tried delivery during the .com era, which simply put a .com startup front-end on the existing supermarket, and failed. A few years ago they launched curbside pickup with a slow start, which has now run into the limitations noted in your article above. In my mind, the only way to retrofit online ordering and delivery is to standardize on 10–15 baseline “carts” that will work for most families. For example, you could have a “Cart #4: Vegetarian Family of 3" etc etc This would give the needed efficiency for the staples, and allow upgrades and add-ons to improve margins and loyalty.