There are few dot-com era startups more ignominious than Webvan, the online grocery business that spent over $800 million in three years before collapsing in 2001. It remains a cautionary tale for entrepreneurs like 26-year-old Toronto-raised Apoorva Mehta, whose seven-month-old business Instacart is trying to succeed in a $568 billion domestic market in which Webvan notoriously failed. In doing so, he finds himself going toe-to-toe with Amazon (AMZN) -- not to mention a swath of other competitors -- where he once worked as a software design engineer, creating complex strings of math to find the most efficient routes for shipping packages to customers.问世于互联网泡沫时期的初创公司当中，最真是的也许要数Webvan。这家在线食品杂货零售商在短短三年之内就挥霍无度了8亿美元，最后却在2001年破产倒闭。

对于像阿普瓦梅塔这样的创业者而言，Webvan依然具备警告起到。梅塔现年26岁，在多伦多长大。他创办早已七个月的Instacart公司现在于是以设法在Webvan当年搞臭了的的美国食品杂货在线零售市场上获得成功，而这个市场目前的年销售规模早已高达5,680亿美元。这样一来，他就必需与亚马逊（Amazon， 更加不必托一大批其他竞争对手）进行针尖对麦芒的交锋。

他曾多次在亚马逊兼任软件设计工程师，负责管理研发简单的运算程序，找到送货上门的最有效地路线。They were delivering your groceries along with Xboxes, recalls Mehta, who collaborated with AmazonFresh employees. Delivering groceries alongside traditionally higher-margin items like electronics was done to help temper the low margins and pricey overhead typically associated with procuring, storing, and shipping produce. That may seem like an interesting idea, but how many times do you need to buy an Xbox?梅塔回忆说:“（亚马逊）他们把大家采购的食品杂货和Xbox游戏机一起送货上门。”他当时曾与亚马逊生鲜食品业务（AmazonFresh）的员工合作。

之所以将食品杂货和诸如电子产品等传统上利润率较高的商品一起送货上门，是为了协助减轻食品杂货利润率较低，以及一般来说与订购、储存和运输农产品涉及的费用便宜这些问题。“这有可能看上去看起来一个有意思的点子，但一个人会卖几次Xbox呢？”With $2.5 million from startup incubator Y Combinator, Khosla Ventures, and others, Mehtas startup approaches online groceries differently from AmazonFresh, which expanded beyond Seattle to Los Angeles earlier this month and could reach the San Francisco Bay Area later this year. AmazonFreshs expansion will reportedly rely on the construction of new warehouses near cities. Instacart uses an already existing infrastructure, one that includes well-known supermarkets and the hustle of some 200 contracted personal shoppers across the San Francisco Bay Area, where Instacart is available.梅塔的初创公司Instacart目前早已取得了来自创业孵化器Y Combinator、科斯纳风投公司（Khosla Ventures）及其他投资者获取的总计250万美元的风投资金。它的在线食品杂货零售服务平台使用的经营方式与AmazonFresh有所不同。

本月早些时候，AmazonFresh已从西雅图扩展到洛杉矶，今年晚些时候可能会更进一步扩展到旧金山湾区。据报导，AmazonFresh的拓展将依赖在城区附近修建新的仓库的方式。

Instacart则利用整个旧金山湾区（Instacart目前在仅有这个地区运营）有数的基础设施，其中还包括诸多著名餐馆，以及大约200名已签合同的个人购物配送员。Heres how it works: Customers shop online or via mobile app, choosing from the inventories of chains like Safeway (SWY), Whole Foods (WFM), Trader Joes, and Costco (COST), down to small, independent markets. Each order may have items from several stores. Orders with 15 items or less are eligible for one-hour delivery. Otherwise, two-hour, same-day, or a delivery at a later date and time are also options. Instacart charges a small premium based on the purchase size.Instacart的运作方式如下：客户在网上或者通过移动应用程序购物，从上至诸如西夫韦（Safeway）、全食（Whole Foods）、Trader Joes及好市多（Costco）等连锁零售商，下至规模较小的独立国家餐馆的存货目录中选配商品。每个订单有可能有来自几家商店的商品。商品数量不多达15件的订单可以自由选择一小时送货上门。

否则，可以自由选择两小时、同天，或在几天后的日期和时间送货上门。Instacar根据购物数额缴纳部分笔费用。

Once a customer places an order, a smartphone app notifies a personal shopper. It lets them know which store to go to, and which aisle and shelf the item is located in. To maximize efficiency, each shopper works on filling several orders at once, the equivalent of 60 or 70 items. (If a customer orders from three different stores, three personal shoppers are assigned and rendezvous afterwards to merge their purchases into one delivery.) The same app also helps shoppers deliver, suggesting routes that factor in traffic, weather, sports games, and city construction. The result: Customers get their purchases in as little as an hour.一旦客户下了订单之后，一款智能手机应用程序就不会通报个人购物配送员。程序不会告诉他他们去哪家商店，所购商品坐落于哪个货架地下通道中的哪个货架上。为了最大限度地提高效率，每个购物配送员同时按几份订单订购商品，相等于一次出售六七十件商品。（如果一位客户从三家商品采购商品的话，那么Instacart不会派遣三名个人购物配送员分别前往这三家商店，让他们在购物后进发，把各自出售的商品合在一起送货上门。

）某种程度这款应用程序还可以协助购物配送员送货上门，在对交通状况、天气、体育比赛和城市建设等诸多因素加以综合考虑到之后引荐仓储路线。结果是：客户可以在短短一小时之内之后接到他们采购的商品。

Of all the businesses hes helped fund, Instacart remains one of the most used by Y Combinator co-founder Graham and his wife Jessica. Instacart is one of those rare products thats surprisingly great, he says. You dont realize how good such a thing could be till you try it. Perhaps. But Instacart has a long way to go before it achieves the reach of FreshDirect, the 11-year-old online service serving Manhattan, Philadelphia, and New Jersey. But the startups low-cost model may lend itself better to rapid expansion. Available in the Bay Area now, Mehta wants to be in 10 major metropolitan areas by the end of next year.Y Combinator牵头创始人格雷厄姆资助过的所有初创公司当中，Instacart依然是他和妻子杰西卡最常常用于的服务平台之一。他说道：“Instacart是那些卓越到难以置信地步的少见产品之一。没试过之前，你不告诉这个服务平台不会有多好。

”也许吧。但Instacar在超过在线食品杂货零售商FreshDirect的规模之前，还有很长的路要回头。目前正式成立已11年的FreshDirect的服务范围还包括纽约曼哈顿、费城和新泽西。但是初创公司Instacart的低成本模式有可能更为有助很快扩展。

Instacart目前只在旧金山湾区获取服务，梅塔期望到明年底不断扩大到美国10个主要的大都市。One issue he may have to eventually deal with is the stores, with which Instacart has few official ties. (Mehta suggests several partnerships are in the works.) Instacarts ability to let users browse competitors inventories to mix-and-match items likely wont make some chains happy. And the new Instacart Plus feature launched earlier this month pushes comparison shopping even further, tracking every store in its database and serving up the cheapest price for available items like that jar of peanut butter. We may end up cannibalizing sales from stores like Safeway, but in the end, this is the best decision for the customers, says Mehta. Thats a retail philosophy even his former CEO, Jeff Bezos, might agree with.他最后有可能必需面临的一个问题，Instacart与客户选配商品的商店之间没多少月的关系。

（梅塔回应，他的公司正在计划与几家商店创建合作关系。）Instacart需要让用户网页竞争对手的存货目录，混合配上有所不同商店的产品，这种作法很可能会让部分连锁零售商深感反感。而本月早些时候近期发售的“Instacart Plus”本地价格最低化功能促成比价获得了更进一步的前进。它目的追踪这家公司数据库中的每家商店，为客户获取瓶装花生酱这类供商品的最低廉价格。

梅塔说道：“我们最后可能会对西夫韦等商店的销售导致冲击，但最后，这对于客户而言毫无疑问是最差的要求。”即使是他的老东家——亚马逊的首席执行官杰夫贝佐斯有可能也不会尊重这个零售理念。

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