The Instacart OS is less of an ideal now and more of a necessity. In September, Instacart rolled out a suite of new technologies on the heels of two acquisitions that underscored where the company would be investing for the future: omnichannel retail. It wants to be the Shopify of grocery, and CEO Fidji Simo said that customers are going to shop both online and in store, so the company needs to serve retailers in both environments. In a memo at the time, we wrote:
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