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Pure play e-grocer FreshDirect said this week that it "will begin expanding its service from Center City Philadelphia to the Greater Philadelphia area suburbs ahead of schedule, due to the tremendous success of its launch in Philadelphia, and the immense pre-registration from suburban Philadelphia residents."

Earlier this week, FreshDirect was made available to customers who live in parts of Philadelphia, Montgomery and Delaware Counties. Beginning Jan. 28, FreshDirect will further expand its delivery zone to reach the majority of the Greater Philadelphia area including zip codes in: Chester County; Bucks County; Camden County; Burlington County; and Mercer County.

After serving the New York Metro area for the past decade, FreshDirect launched in Philadelphia on October 1, 2012 ... FreshDirect has expanded from delivering to most addresses in Manhattan, Staten Island, Brooklyn and Queens to the Bronx and many areas in Bergen, Nassau, Westchester, Hudson, Union, Essex, Morris, Passaic and southern Fairfield Counties.
KC's View:
The e-grocery sector continues to grow, slowly but surely, as these services appeal to a customer base that increasingly finds it to be relevant to how they live their lives.