This startup that offers a self-driving grocery store has solved the biggest problem with online grocery

This story was delivered to BI Intelligence "E-Commerce Briefing" subscribers hours before appearing on Business Insider. To be the first to know, please click here. Robotics startup Robomart has introduced its autonomous car that will serve as a grocery store on wheels, Business Insider reports. Robomart, which is based in Santa Clara, California, has developed a van-sized vehicle that features refrigeration or heating, with the intention of using it to deliver produce and other perishable goods. It's also considering the option of having vehicles that specialize in product categories, like grocery aisles. The company plans on running a pilot program in the Bay Area this coming summer, and has applied for its Autonomous Vehicle Testing Permit in California, which it expects to receive soon. Robomart allows consumers to call an autonomous vehicle with food in the same way they'd hail a car from a ride-hailing service. Users will be able to call a Robomart car from a smartphone app. Upon arrival, the app will unlock the vehicle’s doors, and consumers will be able to select their desired products. The vehicle will use a proprietary checkout process, with a patent pending, that utilizes cameras to track consumers' selections and charge them accordingly, allowing them to pick their products and walk away quickly. This technology could spur adoption of online grocery, as it solves its biggest problem: consumers’ preference to physically see and choose their groceries. The No. 1 reason consumers don’t use online grocery delivery is that they want to pick out their own groceries. Robomart can help alleviate that concern, as it gives consumers the opportunity to select their own items, and should still be significantly faster and more convenient than a standard grocery trip. Many consumers are particularly interested in selecting their own produce, and Robomart gives them the chance to do that, which could lead to more consumers giving online grocery a try. Robomart intends to license its technology to grocers, offering an opportunity to retailers of all sizes. For smaller grocers, Robomart provides the opportunity to stay on top of online grocery. A two-year lease of the technology is said to cost less than setting up a new store, and for the opportunity to get into the online grocery industry, which is projected to skyrocket in value, it may be worth it. In order to help grocers manage the technology, Robomart will give them access to a fleet management and on-demand ordering system. Larger retailers, like Amazon or Walmart, may look to license or even acquire the startup in order to gain an advantage in online grocery, and acquiring it for the sake of exclusivity could give one an edge. To receive stories like this one directly to your inbox every morning, sign up for the E-Commerce Briefing newsletter. Click here to learn more about how you can gain risk-free access today. Join the conversation about this story »