VTEX, a commerce platform for B2C and B2B brands and retailers, has released new research on online grocery shopping and consumer preferences.
In the survey of 1,000 U.S. consumers 18 years old and older from August 2024, 69% said they purchase groceries online in some capacity, indicating a strong and growing preference for these services, according to a news release.
As brands and retailers continue to explore the best ways to engage with today’s consumers, the company said the survey findings underscore the growing trend and need for grocers to adapt and incorporate more robust online and omnichannel capabilities into their sales strategies.
The survey identifies key focus areas for grocers in the digital age: optimizing the digital shelf, scaling online operations, streamlining fulfillment and fostering customer loyalty through unified commerce experiences. By addressing these critical aspects, grocers can create a seamless omnichannel strategy that meets the evolving needs of today’s consumers and drives long-term success through repeat sales through a unified commerce experience, the release said.
Key findings from the survey include:
Online grocery shopping becoming mainstream
- 47% of consumers order 26-50% of their groceries online, highlighting the increasing importance of robust omnichannel commerce in the grocery sector.
- 60% of respondents prefer home delivery for their online grocery orders.
This data underscores the importance of grocers prioritizing their digital offerings, and brands that fail to meet these evolving consumer preferences risk losing market share to more digitally savvy competitors, the release said.
Price sensitivity a significant factor
- 69% of respondents cited price as the most important factor when choosing an online grocery service.
- Free shipping (68%) and discount codes (65%) were the most appealing promotions to encourage more frequent online grocery shopping.
- Membership or loyalty rewards attract interest from a little over half (53%) of respondents.
The emphasis on price and promotions highlights a significant opportunity for grocers to differentiate themselves in the competitive online marketplace, the release said, adding that retailers can attract price-sensitive consumers by strategically offering free shipping, discount codes and loyalty programs while building long-term customer relationships.
Transparency and real-time updates crucial
- 45% of respondents said they consider real-time order tracking very important, highlighting the need for transparency and immediate access to order status.
The demand for real-time order tracking reveals a shift in consumer expectations towards greater transparency in the online shopping experience, the company said. Grocers who invest in robust order tracking systems can gain a competitive edge by providing the level of visibility and control that modern consumers increasingly expect, the release said.
“The message from consumers is clear: They want robust, reliable online grocery shopping options,” said Dani Jurado, executive vice president of North America for VTEX. “Grocers who may be on the fence about investing in their digital capabilities should take note. Success in this space isn’t about building the perfect system overnight, but about continuously evolving and adapting to meet consumer needs, delivering a seamless experience across every shopping channel.”
The ability to offer flexible, transparent and value-driven online grocery experiences will be crucial in capturing and retaining market share in this dynamic industry, the release said.
“As the leading Asian food retailer, the growth of online grocery shopping has opened up new business opportunities and transformed the way we engage with our customers. From an operational standpoint, our online site behaves as a marketplace allowing us to expand the product assortment,” said Vince Colatriano, executive vice president for HMart. “This functionality enables third-party sellers to upload their products, propose prices and submit for our review. Once approved, the products appear on our site, and we take the order while the third-party seller fulfills it. This allows us to expand sales opportunities for sellers to reach millions of lovers of Asian Food Culture among the growing group of online grocery shoppers — making everyone happy.”
