With the end of the pandemic in sight in the U.S., Walmart, the world’s largest retailer, is reviving an innovative food delivery service for its customers—InHome—that was launched in select U.S. cities in late 2019. This delivery service goes a step beyond the traditional model: a Walmart employee brings the order to the customer’s home and places it in their refrigerator. The service is designed for people who cannot be home to wait for deliveries. As things return to normal in a market where online shopping habits increased during the pandemic, Walmart is betting that the service—which costs $19.95 per month—will see greater demand. That said, they’ll first have to overcome skepticism: 90% of people surveyed in a study said they’re not willing to adopt this type of service, even though it can be monitored remotely by customers. Walmart is the leader in the U.S. grocery delivery market, which is worth US$1.8 trillion a year.

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