In 1999, Webvan was one of the first companies that tried to make a business out of selling groceries online. It was a great idea: we Americans love getting things delivered. Webvan even offered to deliver groceries to customers within a 30 minute window. Great! But we didn't love it as much as Webvan expected. Webvan CEO George Shaheen believed that 35 percent of customers would be buying groceries online by 2003-2004, so he prepared for the influx of imaginary customers and opened up warehouses, ordered fleets of trucks, and bought dozens of expensive computers for the company's offices. The customers never came, and Webvan went defunct in 2001. Amazon recently brought Webvan back to life, and many startups today are hopping on the grocery delivery service, which customers are now soaking up.

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