The important piece of that vendor contract however was the integration with the point-of-sale system of each liquor shop. That's how Drizly knew what was on the shelf, and was able to sell inventory.
Drizly was one of our customers at my earlier company where I learned about these integrations. The world of POS systems is highly fragmented and arcane - there's no one system.
One asset that Drizly had developed was an integration platform that connected to any possible POS any of the liquor stores were using. No one else had done that. They just kept chipping away at it. Literally every sprint, they'd add more integrations. I believe the goal was 2 integrations per sprint. That includes data model, etc. to create the analytics downstream.
That integration platform was almost something like a natural monopoly. Hard to replicate by another party.