An online grocery shop where the USP is that it’s plastic-free.
A wealthy audience which is planet conscious would buy through it, even if it’s got a big premium.
Nothing is wrapped in plastic and, as much as possible, the smallest amount of non-bio-degradable materials are used. Of course, as many recyclable materials are used — but those are semantics.
The main sell point is the fact that it adheres to the mission of leaving a smaller amount of damage to the planet. And the main thing that’s sold is the mental impact upon the users of this service.
Bonus points: implementing the Pinduoduo business model.