Every delivery company claims to be a tech and logistics firm, but they’re not, says Brittain Ladd, a supply chain expert and former Amazon exec.

Companies like Shipt, Instacart, DoorDash, Uber, and Amazon are racing to the bottom, chasing retail deliveries. DoorDash hired ex-Amazon and Flexport exec Parisa Sadrzadeh as VP of Strategy and Operations to diversify beyond restaurants.

With the move of Prabir Adarkar to COO, DoorDash aims to expand its delivery services to include merchandise from major retailers. Ladd suggests DoorDash needs to acquire Instacart, franchise its services, become a grocery retailer, or consider divesting to stay competitive.

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