Wing, the aerial delivery company owned by Alphabet, recently announced an expansion to 150 more Walmart stores across the US this year. This also includes four new cities: Los Angeles, St. Louis, Miami, and Cincinnati. The company now says that it has completed over 750,000 deliveries since it launched in 2012. And the goal is to be flying out of 270 Walmart locations by 2027.

There was a period over a decade ago when drone delivery was in its "hype phase." This also coincided with retail being out of favor as a real estate asset class. Drones made e-commerce seem even more threatening. Then things quieted down when regulation, noise, privacy, and other obstacles got in the way of the drone hype. But as with all new and promising technologies, the building continued, just less publicly.

Noise and privacy are serious concerns, but I understand that there are now "bladeless" drones and drones that use shrouds to direct sound upward. For the sake of argument, let's assume these problems can be solved. Now I wonder: Who is this for and where do they live?

Because of weight limitations, drone delivery payloads tend to be smaller items (under five pounds). And because there's only so far that these drones can fly on a single battery charge, they tend to be for quick local deliveries. So, the use case seems to be for people who don't have the luxury of being able to walk 10 minutes to a corner store, or can't be bothered to do so.

This also aligns with the early adopters of this tech: people who live in suburban homes and have driveways where a drone can easily land. This makes sense as an easy first solution, though I think you could make the case that landing on the roof of a tall building might actually be less conspicuous and disruptive at scale.

As it stands, drone delivery is an overwhelmingly suburban solution. The environment is convenient for takeoff and landing, and it's an environment where fetching small items probably isn't convenient. This solves that. And the company appears to be scaling. But how far will it go? And will it ever become a widespread urban solution?

Wing, the aerial delivery company owned by Alphabet, recently announced an expansion to 150 more Walmart stores across the US this year. This also includes four new cities: Los Angeles, St. Louis, Miami, and Cincinnati. The company now says that it has completed over 750,000 deliveries since it launched in 2012. And the goal is to be flying out of 270 Walmart locations by 2027.

There was a period over a decade ago when drone delivery was in its "hype phase." This also coincided with retail being out of favor as a real estate asset class. Drones made e-commerce seem even more threatening. Then things quieted down when regulation, noise, privacy, and other obstacles got in the way of the drone hype. But as with all new and promising technologies, the building continued, just less publicly.

Noise and privacy are serious concerns, but I understand that there are now "bladeless" drones and drones that use shrouds to direct sound upward. For the sake of argument, let's assume these problems can be solved. Now I wonder: Who is this for and where do they live?

Because of weight limitations, drone delivery payloads tend to be smaller items (under five pounds). And because there's only so far that these drones can fly on a single battery charge, they tend to be for quick local deliveries. So, the use case seems to be for people who don't have the luxury of being able to walk 10 minutes to a corner store, or can't be bothered to do so.

This also aligns with the early adopters of this tech: people who live in suburban homes and have driveways where a drone can easily land. This makes sense as an easy first solution, though I think you could make the case that landing on the roof of a tall building might actually be less conspicuous and disruptive at scale.

As it stands, drone delivery is an overwhelmingly suburban solution. The environment is convenient for takeoff and landing, and it's an environment where fetching small items probably isn't convenient. This solves that. And the company appears to be scaling. But how far will it go? And will it ever become a widespread urban solution?