Instacart Getting Advertisers to Pay Fees for Delivery

Online shoppers hate paying delivery fees. So Instacart Inc. is getting Pepsi to foot the bill. The grocery delivery startup is working with General Mills, Nestle, PepsiCo, Unilever, and other consumer goods makers to cover the cost of delivery or provide other discounts when customers buy their products. In addition to the coupons, the companies pay Instacart to advertise on its website. Since introducing the program about six months...

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