How Did Drizly Work? Everything Explained

Key Takeaways

• Drizly worked as a pure marketplace, connecting users to local liquor stores without owning inventory or delivery infrastructure.
• The platform relied on retailer-led fulfillment and licensing fees, limiting control over delivery experience and margins.
• Integrated logistics platforms like Uber Eats and DoorDash outscaled Drizly by controlling delivery, improving speed, retention and unit economics.
• The shutdown highlights a shift from single-category apps to super apps with bundled demand and cross-category growth.
• How IdeaUsher helps you build modern alcohol delivery platforms with hybrid models, logistics integration, compliance-ready systems and scalable architecture.

Drizly did not shut down because demand for alcohol delivery declined. It shut down because market dynamics shifted faster than its marketplace model could evolve, even as interest in understanding how Drizly work continues to grow. Consumer demand remains strong, but the way platforms capture value has fundamentally changed.

It relied on aggregating local retailers and enabling delivery without owning critical parts of the supply chain. Over time, rising competition, tighter regulations and pressure on margins made this model harder to sustain at scale. In contrast, newer platforms are thriving by building greater control over inventory, stronger unit economics, exclusive partnerships and deeper user engagement loops that improve retention and profitability.

This blog talks about how Drizly worked, why it shut down and what modern alcohol delivery platforms are doing differently to scale successfully.

A Overview of Online Alcohol Marketplace: Drizly

The Global Online Alcohol Delivery Service Market is set to rise from USD 6.59 Billion in 2026, on track to hit USD 14.42 Billion by 2035, growing at a CAGR of 9.45% between 2026 and 2035. The growth in the USA market is being driven by increasing demand for convenient, app-based alcohol purchasing and expanding last-mile delivery networks.

Drizly was the leading on-demand alcohol marketplace in North America, acting as a digital intermediary that connected consumers with local liquor retailers. Founded in 2012 and headquartered in Boston, it became a household name by digitizing an industry that had historically been slow to adopt e-commerce due to complex state and federal regulations.

A. What Was Drizly and How It Positioned Itself in the Market

Unlike traditional delivery services that might hold their own stock, Drizly operated as a two-sided marketplace. It did not own a single bottle of alcohol; instead, it provided the technology layer that allowed local liquor stores to put their inventory online.

• The “Amazon of Liquor”: Drizly acted as a central hub for comparing local prices and browsing products, promising delivery in under 60 minutes.
• Retail-First Model: Instead of competing, it supported retailers via a proprietary fulfillment app and ID-verification system, earning revenue through platform licensing fees.
• Regulatory Navigator: It specialized in navigating the U.S. “Three-Tier System,” serving as a compliant partner for both major brands and small shops.

B. Timeline From Launch to Uber Acquisition to Shutdown

Drizly’s decade-long journey saw it rise from a college-era startup to a billion-dollar subsidiary before being sunsetted to streamline Uber’s operations.

• 2012: Founded by Nick Rellas, Justin Robinson, and Spencer Frazier in Boston.
• 2013–2019: Rapid expansion across major U.S. cities, securing multiple funding rounds totaling over $100 million.
• 2020: The COVID-19 pandemic catalyzed a 300% surge in sales as home delivery became a necessity. However, this year also saw a significant data breach affecting 2.5 million customers, which later drew FTC scrutiny.
• February 2021: Uber announced its intention to acquire Drizly for $1.1 billion in cash and stock.
• October 2021: The acquisition officially closed, with Drizly initially operating as a standalone app within the Uber portfolio.
• January 2024: Uber announced it would shut down the Drizly brand to focus on integrating alcohol delivery directly into Uber Eats.
• March 2024: Drizly officially ceased operations, directing all its users to the Uber Eats platform.

C. Scale, Reach, and Market Impact Before Closure

At its peak, Drizly was the dominant force in the “BevAlc” (Beverage Alcohol) e-commerce space, fundamentally changing how consumers interacted with liquor stores.

• Geographic Reach: Drizly operated in more than 1,400 cities across 35+ U.S. states and several provinces in Canada.
• Retail Network: The platform partnered with more than 4,000 retail locations, providing them with a digital storefront that many small businesses could never have built on their own.
• The “Drizly Effect” on Policy: Drizly proved to regulators that alcohol could be delivered safely, making delivery-friendly policies permanent in many states after the pandemic.
• Industry Data: Its “BevAlc Insights” provided real-time data on drinking trends like Hard Seltzers and RTD cocktails, which guided major suppliers’ marketing strategies.

How Did Drizly Work? End-to-End Workflow

Drizly operated as a high-tech logistics and communication layer between three parties: the consumer, the local retailer, and the delivery driver. By digitizing the inventory of physical stores, it created a seamless “virtual aisle” for alcohol. which is central to understanding how Drizly work in real-world scenarios.

A. Customer Journey From App to Order Placement

The user experience was designed to mimic a standard e-commerce flow but was localized based on the user’s GPS coordinates, giving a clear view of how Drizly work at the customer interaction level.

1. Address Entry: Because liquor laws and store inventories vary by neighborhood, the journey always began with the user entering their delivery address.
2. Marketplace Aggregation: The app displayed a consolidated view of all participating liquor stores in that specific delivery zone. Users could see which store had the lowest price for a specific bottle of bourbon or the fastest delivery time for a 12-pack of beer.
3. Real-Time Inventory: Drizly’s software synced with the stores’ Point of Sale (POS) systems. This meant that if a store sold its last bottle of Chardonnay to a walk-in customer, it would (ideally) disappear from the Drizly app within minutes.
4. Checkout: The user paid via credit card or digital wallet directly through the Drizly interface, completing a process that highlights how Drizly work from discovery to transaction.

B. Retailer Fulfillment and Delivery Execution

Drizly’s model was unique because the retailer usually handled the “last mile,” which is a defining factor in how Drizly work compared to logistics-first platforms.

• The Retailer App: When an order was placed, the store received a notification on a dedicated tablet running the Drizly Retailer fulfillment app.
• Picking and Packing: Store employees acted as “personal shoppers,” pulling items from their own shelves and bagging them for delivery.
• Delivery Logistics: Unlike Uber Eats (pre-acquisition), Drizly didn’t initially have its own fleet of drivers. Most stores used their own employees to make deliveries, reinforcing how Drizly work through a retailer-dependent fulfillment system. This allowed the stores to maintain control over the legal requirement of checking IDs.
• ID Verification: Drivers were required to use Drizly’s proprietary “M7” verification technology to scan the customer’s ID upon arrival to ensure the recipient was 21+ and that the ID was not fraudulent.

C. Order Flow From Platform to Store to Customer

The order flow was a circular exchange of data and physical goods, clearly illustrating how Drizly work across platform, retailer, and customer touchpoints.

1. Data Transmission: Drizly routed the order data to the store with the specific inventory.
2. Confirmation: The store confirmed the order, triggering an automated SMS or push notification to the customer.
3. Fulfillment: The physical product moved from the store shelf to a delivery vehicle.
4. Completion: Once the driver scanned the ID and handed over the goods, the “successful delivery” signal was sent back to Drizly to finalize the transaction.

D. Payment, Pricing, and Commission Distribution

Drizly’s revenue model was distinct from other delivery giants, primarily to stay compliant with “tied-house” laws which also influenced how Drizly work financially within regulated markets and that prevent third parties from taking a direct “cut” of alcohol sales in certain states.

• Licensing Fees: Instead of taking a percentage of every bottle sold (a commission), Drizly often charged retailers a monthly flat-fee license to use the software. This kept Drizly at arm’s length from the actual sale of alcohol.
• Service Fees: Customers paid a transparent service fee (e.g., $4.99) and a delivery fee. The delivery fee typically went to the retailer to cover their gas and driver costs.
• Pricing Parity: While Drizly encouraged retailers to keep app prices the same as in-store prices, stores ultimately had the power to set their own digital pricing, which sometimes resulted in a “convenience markup.”
• Tips: 100% of the tips provided in the app went directly to the delivery drivers.

Why Drizly Shut Down

Uber’s decision to sunset Drizly in March 2024 was not the result of a single failure, but rather a reflection of how Drizly work struggled to evolve with changing platform economics. After acquiring the company for $1.1 billion in 2021, Uber determined that maintaining a standalone alcohol brand was less valuable than integrating its volume into the broader Uber Eats ecosystem.

A. Uber’s Strategic Shift Toward Unified Delivery Ecosystem

Uber’s long-term vision is the “Everything App”, a single platform where users can book a ride, order dinner, and buy groceries. Keeping Drizly as a separate entity created friction in this vision.

• Platform Redundancy: By 2023, alcohol delivery had already been integrated into Uber Eats. Maintaining a second app with separate marketing budgets, engineering teams, and customer support was no longer economically justifiable.
• Customer Lifetime Value: Uber found that customers who use the platform for multiple services (e.g., rides and food and alcohol) are more loyal and spend more over time. Funneling Drizly’s loyal user base into the Uber Eats app was a move to boost overall platform stickiness.

B. Marketplace Model vs. Logistics-Controlled Platforms

A fundamental “clash of cultures” existed between Drizly’s original business model and Uber’s core operations, highlighting structural limitations in how Drizly work compared to integrated systems.

• Fulfillment Friction: Drizly was an asset-light marketplace where retailers often used their own staff for delivery. Uber, however, is a logistics powerhouse built on its own massive network of independent contractors.
• The “Black Box” Problem: Under Drizly’s model, Uber had less control over the delivery experience. If a retailer’s delivery person was late or unprofessional, it reflected poorly on the platform. Integrating alcohol into Uber Eats allowed Uber to apply its own “best-in-class” routing and tracking technology more consistently.

C. Operational Inefficiencies and Integration Challenges

Merging two tech giants is rarely seamless, and Drizly faced specific hurdles post-acquisition.

• Team Integration: Following the merger, there were reports of leadership shifts and “miscommunication” as Drizly’s Boston-based culture attempted to mesh with Uber’s global corporate structure.
• Growth Plateau: After the massive tailwinds of the pandemic subsided, Drizly faced pressure to maintain its growth momentum. The company had to rely heavily on promotions and discount codes to keep users engaged, which ate into the profitability Uber was seeking.

D. Security, Compliance, and Cost Pressures

The “final straw” for many analysts was the mounting legal and security baggage Drizly carried from its pre-acquisition days.

• The FTC Hammer: In 2020, Drizly suffered a data breach affecting 2.5 million customers. The Federal Trade Commission (FTC) later issued an incredibly rare and aggressive order that followed the company and its CEO personally for 10 to 20 years.
• Data Restrictions: The FTC order forced Drizly to implement a rigorous, high-cost security program and strictly limited the amount of customer data the platform could collect and retain.
• Cost of Compliance: Rather than continuing to navigate these heavy regulatory constraints and the potential for future liability associated with the Drizly brand, Uber chose to “clear the deck” by folding the business into Uber Eats, which operates under a different legal and data architecture.

Drizly vs. Modern Alcohol Delivery Apps

The closure of Drizly marks the end of the “pure-play” marketplace era and underscores how Drizly work differed from today’s logistics-driven platforms. As the market shifts, a new generation of apps such as Uber Eats, DoorDash, Instacart, and Gopuff has taken the lead, moving away from Drizly’s middleman approach toward more integrated, high-control logistics models.

Here is a breakdown of how Drizly’s legacy model compares to the platforms dominating the space today:

Platform	Fulfillment Model	Logistics & Fleet	Geographic Reach	Target Use Case
Drizly (Historical Baseline)	Pure Marketplace (No Owned Inventory)	Fragmented: Relied on retailer’s own store employees	35+ U.S. States (Pre-Shutdown)	“Virtual aisle” pioneer; integrated into Uber to optimize its ecosystem.
Uber Eats	Multi-Category Marketplace	Integrated Gig Fleet (Uber Drivers)	Global / 35+ U.S. States for Alcohol	Ecosystem Edge: Seamless cross-selling; unified dinner and alcohol transactions.
DoorDash	Multi-Category Logistics Layer	Integrated Gig Fleet (Dashers)	30+ U.S. States & Canada	Suburban Edge: Broad restaurant networks using shared driver infrastructure to lower costs.
Instacart	Grocery-First Aggregator	Integrated Gig Fleet (Shoppers)	Nationwide (laws permitting)	High Value: Tailored for bulk grocery shopping bundled with alcohol.
Gopuff	1st-Party Micro-Fulfillment	Proprietary Driver Network	1,000+ U.S. Cities	Instant Delivery: “Dark Store” inventory enables 15–30 minute fulfillment without intermediaries.
Minibar Delivery	Marketplace & National Shipping	Retailer local delivery & FedEx/UPS	20+ U.S. States	Niche Markets: Focuses on luxury gifting, corporate orders, and direct vineyard shipping.

A. Key Differences in Business and Delivery Models

The primary distinction between Drizly and its modern successors lies in who owns the delivery, which directly impacts how Drizly work versus newer models.

• The Marketplace Model (Drizly): Operating as a software intermediary, Drizly partnered with local stores that utilized their own staff for delivery. Revenue was generated via licensing fees to ensure compliance with “tied-house” laws, though this model limited Drizly’s control over the final delivery stage.
• The Integrated Logistics Model (DoorDash, Uber Eats): These platforms treat alcohol as just another SKU in their vast delivery network. They use their own fleet of independent contractors to pick up and deliver, allowing for standardized tracking and a more consistent user experience.
• The Fulfillment Center Model (Gopuff): Unlike Drizly, which relied on third-party store inventory, Gopuff owns its own “dark stores” or micro-fulfillment centers. This allows them to control the entire supply chain from warehouse to doorstep.

B. Why Platforms With Integrated Logistics Are Winning

Speed and reliability have become the ultimate competitive advantages in the current market. Platforms that control their own logistics have several “unfair” advantages over the old marketplace model:

1. Predictability: Because modern apps use GPS-tracked fleets, they can provide hyper-accurate ETAs. Marketplace models often suffered from “retailer lag,” where a busy store clerk might take 20 minutes just to see an incoming order.
2. Unified ID Verification: Modern apps have integrated biometric and optical ID scanning directly into the driver’s app. This creates a frictionless, legally compliant handoff that is consistent across every order, regardless of which store the alcohol came from.
3. Cost Efficiency: By “batching” an alcohol delivery with a food or grocery order, integrated platforms can reduce the cost per delivery, often offering lower service fees than a standalone alcohol app could afford.

C. Role of Multi-Category Delivery Apps in Market Shift

The most significant trend in 2026 is the rise of the “Everything App.” Consumers are increasingly moving away from niche, single-purpose apps in favor of platforms that can solve multiple problems at once.

• The Bundle Effect: A user is far more likely to order a bottle of wine if they can add it to their grocery list on Instacart or pair it with a sushi order on Uber Eats. This “cross-category” shopping has rendered standalone alcohol apps less convenient.
• Loyalty Ecosystems: Programs like DashPass or Uber One create a “walled garden.” Once a consumer pays a monthly subscription for free delivery on food, they are highly unlikely to go to a separate app like Drizly and pay a $5.00 delivery fee for a six-pack.
• Data Advantage: Multi-category apps have a deeper understanding of consumer behavior. They know that if you are ordering a steak dinner, you might want a Malbec. This allows for AI-driven “suggestive selling” that specialized apps like Drizly struggled to match across different retail partners.

Why Similar Online Alcohol Marketplace Apps Continue to Thrive

While Drizly struggled with a fragmented marketplace model, understanding how Drizly work helps explain why newer platforms outperform it today. Competitors like DoorDash and Gopuff have seen explosive growth in the alcohol delivery sector. The fundamental difference lies in their shift from being a “middleman for stores” to “logistics for the consumer.”

A. Aggregation Advantage and Cross-Category Demand

The primary reason similar apps thrive while Drizly shut down is the power of the “Unified Cart.”

• Drizly (Single-Category): Drizly was a destination app; users had to open it specifically to buy alcohol. This limited the frequency of use to special occasions or weekend restocks.
• DoorDash (Multi-Category): By integrating alcohol into a broader marketplace, DoorDash captures “impulse demand”. A customer ordering a pizza or a steak dinner can add a six-pack or a bottle of wine in the same checkout flow.
• Growth Data: In 2024, the number of liquor stores on DoorDash increased by 50%, largely because independent retailers saw a 40% increase in sales within six months of joining the platform.

B. Faster Delivery Through Centralized Logistics

Drizly’s model relied on the liquor store’s own staff to deliver, which created a bottleneck in speed and reliability.

• Retailer Lag: A busy store clerk at a local shop might prioritize a line of in-store customers over an app order, leading to inconsistent delivery times.
• The “Dasher” Advantage: Platforms with integrated logistics utilize a dedicated fleet of 24/7 gig workers. These drivers are paid specifically to move orders quickly from point A to point B, resulting in average delivery times of under 37 minutes for DoorDash.
• Real-Time Tracking: Because these apps control the driver, they provide hyper-accurate, real-time GPS tracking that Drizly’s store-delivered model often lacked.

C. Improved Customer Retention Through Super Apps

Modern platforms use “Super App” strategies to make it nearly impossible for customers to leave their ecosystem.

• Subscription Ecosystems: Programs like DashPass and Uber One (which now includes Drizly’s volume) offer $0 delivery fees across food, groceries, and alcohol.
• The Loyalty Wall: A customer who already pays for a monthly subscription is unlikely to switch to a standalone app like Drizly and pay a separate delivery fee for the same bottle of spirits.
• Data-Driven Personalization: Super apps know your food preferences and can suggest the perfect wine pairing through AI-driven notifications, a level of cross-category insight a niche app cannot match.

D. Better Unit Economics and Scalability

The financial health of these thriving apps is built on Order Batching and Infrastructure Density.

• Incremental Earnings: For a logistics app, an alcohol bottle is an “add-on” to an existing delivery route. Dashers earn 15% more on average for deliveries that include alcohol because they are often “double or triple orders”.
• Scalability: Drizly’s revenue was largely tied to monthly licensing fees from stores, which limited its upside during high-volume periods. In contrast, logistics-controlled platforms take a commission or service fee on every transaction, allowing them to scale revenue directly alongside order volume.
• Dark Store Efficiency: Companies like Gopuff take this further by owning their own inventory in “dark stores” (micro-fulfillment centers). This eliminates the middleman entirely, allowing for higher profit margins and 15-minute delivery windows that a traditional retailer cannot provide.

Key Lessons to Build Alcohol Marketplace for Startups

The rise and eventual sunset of Drizly provides a masterclass in the evolution of the on-demand economy. For founders, its story highlights that being a pioneer in a niche market is rarely enough to survive against the “Super App” ecosystems of today.

A. Limitations of Pure Marketplace Models

Drizly’s greatest strength is its asset-light, no-inventory model that eventually became its strategic bottleneck.

• Speed vs. Quality Control: Drizly scaled across 35+ states without inventory but lacked control over availability, causing frequent out-of-stock cancellations.
• Margin Pressure: As a middleman, Drizly relied on licensing fees, struggling to match the higher margins of inventory-owning platforms like Gopuff.
• Scalability Limits: MVP-focused tools eventually lacked the backend flexibility required for peak traffic and complex integrations as the company matured.

B. Importance of Controlling Delivery Experience

A major takeaway from the Drizly era is that whoever controls the delivery controls the brand.

• Inconsistent “Last Mile”: Because Drizly relied on store employees for delivery, the customer experience was fragmented. One store might deliver in 20 minutes, while another might take two hours, leaving the customer blaming Drizly for the store’s operational failure.
• The Power of Real-Time Logistics: Thriving competitors like DoorDash and Uber Eats succeed because they use integrated gig fleets with centralized routing technology. This allows for hyper-accurate ETAs and a standardized level of service that a loose marketplace of independent retailers cannot match.

C. Regulatory Planning as a Core Business Strategy

Drizly proved that in highly regulated industries like alcohol, compliance is not just a legal hurdle, it is the product.

• The “Tied-House” Solution: Drizly’s founders spent significant early resources on legal counsel to ensure their “licensing fee” model didn’t violate laws preventing third parties from taking a direct cut of alcohol sales.
• Security as Compliance: The FTC investigation following Drizly’s data breach serves as a warning. For startups handling sensitive user data (including ID scans for age verification), data security is a core part of regulatory compliance that can sink a company if neglected.
• Proactive Modernization: Successful startups in this space don’t just follow laws; they help write them. Drizly’s advocacy for delivery-friendly policies paved the way for the entire industry’s growth.

D. Building Scalable and Sustainable On-Demand Platforms

For a startup to survive into 2026 and beyond, it must prioritize technological agility and multi-category expansion.

• Custom Frameworks over No-Code: Startups often fail because they stay on no-code builders too long. Transitioning to custom or hybrid development stacks is essential for building a platform that can handle real-time tracking, modular microservices, and high-volume demand without performance drops.
• AI and Automation: Modern winners use AI for demand forecasting and personalized recommendations, reducing manual operational efforts while increasing the “basket size” of every order.
• The “Super App” Reality: The most sustainable path for a niche app today is often becoming a high-value category within a larger ecosystem. Entrepreneurs should build with interoperability in mind, ensuring their platform can easily integrate into larger “Everything Apps” like Uber or Amazon if needed.

What It Takes to Build a Successful Alcohol Delivery App Today

Building a successful alcohol delivery platform in 2026 requires more than just a slick interface; it demands a robust infrastructure capable of handling intense regulatory scrutiny and complex logistics. The shift from “niche marketplaces” to “integrated ecosystems” has raised the bar for what consumers and retailers expect.

A. Key Components of a Modern Alcohol Delivery Platform

To survive in a competitive landscape, a platform must balance operational efficiency with a frictionless user experience.

• Marketplace vs. Hybrid Model: Modern leaders often use a hybrid model, combining local inventory aggregation with a dedicated logistics layer to ensure consistent delivery speeds.
• Logistics Control: Full “last mile” visibility including real-time tracking, route optimization, and proof-of-delivery is essential to protect retailers and the platform.
• Compliance Layer: The platform must automate age verification via AI, geofence “dry” zones, and calculate jurisdiction-specific taxes.
• Real-Time Inventory Sync: To maintain retention, apps must integrate with retail Point of Sale (POS) systems to ensure digital inventory matches physical stock.

B. Challenges Businesses Face While Building These Platforms

Entering this space involves navigating a minefield of operational and legal hurdles, which becomes even more evident when analyzing how Drizly work in such a regulated environment.

• Fragmented Regulations: Platforms must navigate complex, GPS-dependent local alcohol mandates and delivery restrictions.
• Retailer Dependency: Success relies on onboarding and training local store staff to prioritize digital fulfillment effectively.
• Delivery Optimization: Sophisticated algorithms are needed to manage fleets and ensure fragile or temperature-sensitive goods arrive intact.
• Scaling Issues: National expansion requires elastic architecture to prevent system crashes during high-traffic events.

C. Why Technical Expertise Matters in Execution

The difference between a failing startup and a market leader often comes down to the code beneath the surface.

• Architecture Decisions: Choosing between a monolithic or microservices architecture determines how fast you can add new features without breaking existing ones. A modular approach allows for independent scaling of the payment, inventory, and logistics modules.
• Compliance Integration: Building an automated compliance engine that stays updated with changing laws requires a high level of technical precision to avoid massive legal liabilities.
• Scalability Planning: High-impact platforms must be built on cloud-native infrastructures that can handle sudden surges in traffic without compromising speed or security.

Partner with IdeaUsher to Build a Future-Ready Delivery Platform

IdeaUsher is a premier development powerhouse, fueled by over 500,000+ hours of rigorous development experience and a core team featuring ex-FAANG/MAANG developers. We specialize in transforming complex concepts into market-dominating platforms through deep technical precision and a proven track record in AI, blockchain, and healthcare. 

Partnering with us provides a strategic advantage, ensuring your delivery ecosystem is built for long-term scalability and undisputed industry authority.

Why hire us:

• Agile Development Mastery: We utilize an agile methodology that ensures your project remains flexible, transparent, and perfectly aligned with evolving market demands.
• Industry-Specific Expertise: Our team has extensive experience in high-impact sectors, including authoritative articles and systems for healthcare integration and blockchain gaming.
• Scalability and Performance: We don’t just build apps; we architect robust, future-proof ecosystems designed to handle high-volume demand and rapid growth.
• Data-Driven Precision: From real-time inventory sync to complex logistics, our technical decisions are based on maximizing operational efficiency and user retention.
• Full-Cycle Innovation: We provide end-to-end support, from initial strategy and custom architecture to deployment and long-term maintenance of your platform.

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Ready to revolutionize the on-demand market? Connect with our experts today to bring your future-ready delivery platform to life.

Conclusion

Drizly’s journey highlights how early marketplace models shaped alcohol delivery, offering lasting insights into how Drizly work and why newer models are evolving beyond it. Its shutdown was not the end of the category, but a signal of evolution toward integrated, logistics-driven ecosystems. For businesses, the takeaway is clear: success today depends on combining operational control, compliance readiness, and scalable technology. Those who build beyond the limitations of Drizly’s model are better positioned to thrive in the modern on-demand delivery landscape. 

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