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Google Is Getting Into the Grocery Delivery Game

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Updated 1:00 p.m. ET

Google

wants to be more than just a place you go to search for a nearby – eventually, it could eliminate the grocery trip altogether by bringing the items on your shopping list directly to you. 

The search-giant will test a for and groceries in and another yet unnamed U.S. city later this year. first reported the news, which Google later confirmed. The pilot-service would expand upon Google Express, which already delivers merchandise including dry foods, to customers. Like , Google is teaming up with partners such as Whole Foods Market and to help facilitate delivery, cutting out the logistic-headaches and high costs of operating a warehouse.

Google is entering an already crowded field, where players include old guard FreshDirect as well as AmazonFresh and Instacart. And these are just the companies that specialize in groceries – a host of companies, including Minibar and Saucey, specialize in the on-demand delivery of grocery adjacent products, such as alcohol. In addition, ride-sharing apps including Uber and Gett have flirted with entering the on-demand grocery-delivery game.

It makes sense that everyone wants a piece of the pie. According to Bloomberg, not only is the industry a $10.9 billion one in the U.S., but it's slated to grow 9.6 percent annually through 2019.

Related: This Company Will Deliver Groceries to Your Door in Under an Hour

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