In Kitchener-Waterloo there's two different online grocery stores, Grocery Gateway (which has been operating since the '90s) and Grocera (which is very new). I've been using the former for a long time. I checked out the latter (which is backed by Google) and the markup was too high on the items I checked over Grocery Gateway. Tofu was $4.99 vs. $2.49 and soy milk was over a dollar more (I have health-related dietary restrictions). Grocery Gateway is operated by a store chain, Grocera picks them up from local stores.