Omnichannel fulfillment may be at the heart of Amazon's new grocery store - Business Insider

, like Coca-Cola, to the grocer's selection. Amazon needs to offer such items if it wants to compete with the likes of Walmart and Kroger in the US grocery market, and its new grocery stores shouldn't be beholden to the same standards as Whole Foods.The new stores will need a way to differentiate from other major supermarkets, and their omnichannel services may be the best way to do so.

This means that Amazon could create a better delivery and pickup experience than other merchants because it can build in features like a pickup window, potentially helping it attract customers and orders as the US Digital-focused grocery stores could help Amazon handle competitors' brick-and-mortar advantage.

Amazon doesn't have a comparable network, but if it opens some stores that are optimized for delivery and pickup and leverages its e-commerce expertise to create a superior experience, it could convince consumers to shop for groceries digitally with it even if they have access to closer grocery stores.Payments & Commerce Pro

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