MWITA-OXO-2026-010 · Evidence B · P1
Within omnichannel households, Instacart baskets had lower category variety and twice as many overlapping items between successive trips than offline baskets, consistent with stronger online shopping inertia.
What this does not establish
US grocery households using both channels do not identify effects for fashion, electronics, platform newcomers or a specific app redesign.
Counterevidence & uncertainty
Online ordering increased basket size and spend while reducing variety, fresh products and impulse categories.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.