I started coding the first version of Instacart in the spring of 2012 and committed to not visiting a grocery store until it was ready.

To truly solve the grocery delivery problem for customers, we needed to own the entire process from backend to delivery.

After working at Goldman Sachs as an investment banker, I realized I loved shopping at unique local stores during my travels, but found it frustrating that many weren't online.

Instacart launched without any grocery store partnerships by purchasing items from Trader Joe's, photographing them, and listing them online. This creative approach allowed them to start quickly without waiting for corporate approvals.

We faced existential crises, especially when we realized there was no retention in our early model, leading us to question if there was even a viable business model for grocery delivery.

I'm excited about saving customers more time, like with our home delivery service that brings groceries directly into their kitchens or garages.

We conducted market research by testing Craigslist listings with delivery options, which showed a significant interest in a more convenient solution.

On June 2nd, 2012, I placed my first order on Instacart, and by then, the business was already profitable.

In 2015, we initially focused on hyperlocal fashion, but learned that fulfillment is crucial, leading us to pivot towards a marketplace model that better serves small shop owners.