Less than a decade later, Gopuff was valued at $15 billion, and then reportedly raised a convertible note at a valuation cap of up to $40 billion. It was also operating in more than 1,200 cities and capturing the attention of a more established gig company, Uber, in the form of a partnership. Gopuff had 450 micro-fulfillment centers spread across college towns and major cities to supply its customers with everything from food to alcohol and medicine almost instantaneously. As of March 2022, it had 15,000 employees.

But in a memo to investors in July, it outlined a number of changes it was making, including a second round of layoffs in a matter of months and closing 76 micro-fulfillment centers, to prepare for the next two years by which time it projects it can be profitable. It said that it is preparing for "what could be a much more significant macro-economic downturn than we are experiencing currently."