Could we have imagined, just a couple of years ago, the wealth of 15-minute grocery delivery options that we now have? This hugely competitive space is awash with apps and offers.

Cities like New York and London are, naturally, home to the greatest selection of services. However, these ultimate convenience delivery options are far from limited to huge urban areas - even smaller towns are jumping on board.

Increasing competition

The increased number of ultra-fast grocery delivery services means providers need to up their game to capture market share. Many are approaching this by offering discounts and promotions, but Northfork Co-founder Erik Wallin believes there is a better way:

"15-minute delivery services are often seen as an easy way to grab a couple of essentials at the last minute - milk, bread, a missing recipe ingredient. But actually, with the introduction of shoppable recipes, they could become something far more exciting."

Inspiration hand-in-hand with convenience

By serving shoppable recipes, 15-minute grocery services can deliver both inspiration and convenience. It sheds a whole new light on the "What shall we have for dinner?" conversation. Users will have the power to cook a meal on a whim, with just a few clicks needed to move from inspiration to delivery. And with ingredients arriving in the time it takes to heat the oven.

"Shoppable recipes are already hugely popular with consumers ordering their weekly shop online," continues Wallin. "Now, they provide the potential to level up last-mile delivery services as well."

In an age where convenience is king, both shoppable recipes and 15-minute delivery services are saving time and effort for consumers. The combination of the two could be a powerful way for retailers and app providers to get out ahead of the competition. In an increasingly crowded marketplace, doing so could make all the difference.