Ahold has increased its US online groceries subsidiary Peapod's credit line to $50 million. Peapod's bricks-and-clicks approach, sourcing products from Ahold's distribution centers and supermarkets, should cut costs and allow it to break even sooner than pureplay rival Webvan. However, as the market grows, traditional retailers like Kroger may well take a significant share. Peapod should not take its leadership for granted.