Google, your new fishmonger - CNET

Google, no longer content simply being the front door of the Inteet, will show up at your actual front door -- with fresh groceries.

The Mountain View, Califoia, search giant said Wednesday it is starting a pilot program today in parts of Los Angeles and San Francisco to offer customers same-day deliveries of fruit, vegetables, meat, seafood, dairy and frozen foods as part of its Google Express delivery service. The program already offers snacks, cereals, drinks and other non-perishable foods.

"We've heard your feedback that you'd love for Express to help you check off your entire grocery list," Prabhu Balasubramanian, a Google Express manager, said in a statement Wednesday.

Google's move into fresh groceries keeps up the race by a slew of tech companies to offer instant gratification for consumers right at their homes. Led by Amazon's push into faster deliveries, most retailers are now trying to find ways to speed up their shipments, as customers have ever increasing expectations for when their orders arrive. Instacart already offers fresh grocery deliveries. Amazon does too, and even lets people order a Domino's pizza by simply calling out to their Echo smart speakers.

It's still unclear whether all these speedy-delivery efforts will just be another tech fad, especially because such services don't come cheap, or will permanently change the way people shop. More than 15 years ago, companies including Webvan and Kozmo attempted rapid deliveries but crumbled amid the dot-com bust.