MyWebGrocer.com and Farm Fresh have launched their online shopping collaboration. Pureplay grocery eRetailing isn't a profitable business. But smaller bricks and mortar grocers don't have the technical expertise to build their own operations. This is where ASPs like MyWebGrover come in, allowing grocers to outsource order fulfillment efforts. This not only lowers start-up costs, but also frees small grocers from exorbitant overheads.