*By Amanda Weston* Grocery chain Kroger launched a new delivery service Wednesday to compete with industry giants Amazon and Walmart. [Kroger Ship](https://ship.kroger.com/) offers more than 50,000 products to online shoppers in Cincinnati, Houston, Louisville, and Nashville. The chain aims to lure new customers with curated options, free shipping for orders over $35, and discounts. Online shopping accounts for about 2 percent of the American food-and-beverage market, but it's rapidly expanding. "When you look at all these new channels in the industry, they are growing extremely, extremely fast," Yael Cosset, Kroger's chief digital officer, said Thursday in an interview with Cheddar. This isn't Kroger's first attempt at online delivery. The grocery chain has offered delivery service from almost half its 2,800 stories through Instacart. The new service represents the chain's ambition to make shopping easier for its customers ー and help keep its brick and mortar businesses stable. "The direct interaction with some of the fresh assortment ー produce, meat, seafood, cheese ー experiential engagement is still very important to them," he said. "They do, however, still want the convenience and simplicity that a digital engagement can offer." Kroger is going up against Amazon, a formidable competitor, [which sold](https://www.wsj.com/articles/kroger-to-launch-grocery-delivery-service-1533117720) about $650 million worth of food items in the second quarter, up 40 percent from 2017. As for Kroger Ship's future, Cosset said digital partnerships will also play a major role in growth. For more on this story, [click here](https://cheddar.com/videos/kroger-introduces-kroger-ship-delivery-service).

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