Case Study
Jan 8, 2024

Blue Apron eCommerce case study and how to start a look-alike marketplace

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Blue Apron is a meal kit delivery service that offers a variety of chef-designed recipes with pre-portioned ingredients for easy cooking at home.If you're eager to start a similar e-commerce business using a marketplace model, Vendo simplifies the process by enabling you to provide a wide range of high-quality products from numerous outstanding brands. 

With Vendo's platform, you can swiftly create a marketplace that closely resembles successful models, getting it operational within just a few days. Vendo also handles all the complexities of managing inventory and shipping logistics, freeing you up to focus on what truly matters - delivering exceptional service to your valued customers.


Vendo is also a one-stop-shop for all your marketplace needs, providing you with a marketplace platform automating day-to-day operation, a catalog of brands to pick from or an ability to invite your own brands, merchandising and promotional tools, ability to sell through multiple channels (your existing website, emails & SMS, mobile app, social media), and ongoing daily support scaling your marketplace business.   

Blue Apron: Delivering Fresh Meals with a Side of Convenience

Blue Apron, a meal kit delivery service, has mastered the art of providing fresh, chef-designed recipes to its customers in a hassle-free manner. With its weekly subscription service, the company takes care of the entire culinary journey, from grocery shopping at wholesale markets to delivering precisely proportioned ingredients along with detailed printed recipe cards. 

Customers can choose between two flexible plans, the 2-Serving Plan or the Family Plan, making it suitable for various households. What sets Blue Apron apart is its commitment to culinary education, offering not just ingredients but also comprehensive how-to-cook instructions and the compelling stories of its suppliers and specialty ingredients. Moreover, the company extends its offerings to include wine, cooking tools, utensils, and pantry items, creating an all-encompassing culinary experience for its devoted customers.

Best Selling Product Categories and Examples:

Meal Kits: Blue Apron's core product is its meal kits, which include chef-designed recipes and pre-portioned ingredients to make cooking at home convenient and enjoyable.

  1. Example: "Seared Steak & Garlic Mashed Potatoes with Sautéed Spinach & Lemon-Shallot Pan Sauce."

Wine Pairings: To enhance the dining experience, Blue Apron offers curated wine selections that pair perfectly with their meal kits.

  1. Example: A bottle of Cabernet Sauvignon recommended to complement a hearty pasta dish.

Kitchen Essentials: The company also sells cooking tools, utensils, and pantry items to provide customers with everything they need for a well-equipped kitchen.

  1. Example: A set of high-quality chef's knives or a jar of premium olive oil.

Success Factors for Replication:

  • Quality Ingredients: Source fresh and high-quality ingredients to ensure the taste and appeal of your meal kits.
  • Chef-Designed Recipes: Collaborate with skilled chefs to create enticing and foolproof recipes that resonate with a wide range of tastes.
  • Convenience and Portioning: Pre-portion ingredients and provide clear instructions to make cooking at home a convenient and enjoyable experience.
  • Flexible Plans: Offer customers a variety of subscription plans to cater to different household sizes and dietary preferences.
  • Educational Content: Provide comprehensive cooking instructions, tips, and stories behind ingredients to engage and educate customers.
  • Wine Pairings: Enhance the dining experience by offering wine pairings that complement your meal kits.
  • Customer Support: Offer responsive customer support to address inquiries and issues promptly, ensuring a positive customer experience.
  • Sustainability: Implement sustainable practices in packaging and ingredient sourcing to appeal to environmentally conscious consumers.
  • Marketing and Branding: Invest in marketing efforts to build brand recognition and attract new customers. Highlight the convenience and culinary experience your products offer.
  • Subscription Model: Utilize a subscription-based model to build customer loyalty and ensure a consistent revenue stream.

By following these success factors and emulating Blue Apron's approach of delivering convenience, culinary education, and high-quality meal solutions, aspiring e-commerce entrepreneurs can create a thriving business that caters to busy individuals and families looking for delicious and hassle-free dining options at home.

Get started with a look-alike marketplace like Blue Apron on Vendo!


  • Book a demo call: We’ll set you up with a demo marketplace 
  • Customize your Storefront: We’ll help you craft an on-brand shopping UX 
  • Onboard Brands: Pick from the Vendo brand catalog. Or invite your own.
  • Select Products: Curate product collections manually or automate it.
  • Embed products: Make your editorial content and newsletters shoppable 
  • Get Paid: Get paid as soon as products are shipped by the brands. 
  • Get Repeat Sales: Keep your customer relationship, emails, order history


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