More Consumers Turning to Online Grocery Shopping

With increasing omnichannel options from grocers, more consumers are shopping online for groceries, according to a new survey conducted by commerce platform provider VTEX.

The survey found that 71% of customers have shopped for groceries online with half doing their grocery shopping online at least once a month. These shoppers prefer to buy directly from the grocer’s online channels (52%), rather than through third-party delivery services (27%).

“The modern grocery shopper expects the same ease, clarity and control online that they’ve always experienced in-store,” said Daniela Jurado, Executive VP of North America, VTEX. “The challenge, and opportunity, for grocers is to eliminate friction without adding operational complexity. That’s exactly what unified commerce makes possible.”

However, the major sticking point for online grocery shoppers are the service fees and unexpected costs when checking out. In addition, shoppers expect loyalty programs and personalization in-app.