With such thin profit margins existing for groceries, it makes sense that this is an industry squeezing every ounce of efficiency out of its supply chain. This has led the grocery industry to be a proving ground for new technologies and processes. It has also led to the birth and rapid growth of the online grocery market, which has been cutting into brick-and-mortar market share. This is a trend occurring around the world. In fact, according to a report produced by IGD, UK, the 10 leading online grocery markets are predicted to grow at an annual rate of 20%, reaching $227 billion by 2023.