I mean, it's a fiercely competitive market and they've managed to stake out a position, which is great and all, but to be blunt they have a market share of ~2.1%, and they've consistently unprofitable. And they've been at this for like 20 years.

Honestly the main problem seems to be most people just don't like buying certain items online, and that doesn't seem to be changing quickly. If Covid didn't break people out of that, I can't think of anything that will.

And FWIW, I think for an online only supermarket you'd expect their website to be pretty amazing, but their competitors are just as good.