Laith Khalaf, senior analyst at Hargreaves Lansdown, said that as one of the most shorted stocks in the United Kingdom - where investors bet that a firm's share price will fall - Ocado's deal with Kroger was a "poke in the eye" for the hedge funds who have bet against it.
"It could also lose exclusivity rights, so (it) appears Ocado has given itself some options should this not go as well as planned".
Remember too, Ocado counts Morrison Supermarkets PLC (LON:MRW) as one of its customers, having run the technology and delivery network for the Bradford-headquartered supermarket chain's online operation since it launched in 2014.
This values the business at just over £6bn, which, if the stock remains at these heady levels, would catapult Ocado into the FTSE 100.
There are losers in the rapid ascent of the share price - the short sellers betting that Ocado would stumble and fall with the onslaught of the big beasts of online retail, led by Amazon.
Losses incurred today alone by the "shorties" are in excess of £150mln.