
VTEX, a leading composable commerce platform catering to premier B2C and B2B brands and retailers, has unveiled new research on consumer preferences regarding online grocery shopping. The survey, conducted with 1,000 U.S. consumers aged 18 and older, indicates that 69% of respondents are purchasing groceries online in various capacities, showcasing a significant and growing trend toward digital shopping services.
“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. Our online platform functions like a marketplace, enabling us to broaden our product assortment,” said Vince Colatriano, Executive Vice President at HMart.
The findings highlight the necessity for grocers to adapt their sales strategies to meet evolving consumer preferences. With increasing consumer demand for robust online and omnichannel capabilities, the survey emphasizes the importance of:
- Optimizing the Digital Shelf: Grocers should enhance their online visibility and product presentation.
- Scaling Online Operations: Efficient online operations are crucial to meet consumer demands.
- Streamlining Fulfillment: Quick and reliable fulfillment processes are vital for customer satisfaction.
- Fostering Customer Loyalty: Providing unified commerce experiences can help retain customers and encourage repeat purchases.
Key Insights from the Survey:
- Mainstream Adoption of Online Grocery Shopping:
- Nearly half (47%) of consumers order 26-50% of their groceries online, underscoring the importance of omnichannel strategies in the grocery sector.
- 60% of respondents prefer home delivery for their online grocery orders, indicating a shift in consumer expectations.
- Price Sensitivity in Online Grocery Shopping:
- 69% of consumers cite price as the primary factor in selecting an online grocery service.
- Attractive promotions, such as free shipping (68%) and discount codes (65%), are highly appealing to consumers.
- More than half (53%) of respondents expressed interest in membership or loyalty rewards.
- Importance of Transparency and Real-Time Updates:
- 45% of respondents consider real-time order tracking essential, highlighting the demand for transparency in the online shopping experience.
- Investing in robust order tracking systems can provide grocers with a competitive advantage by enhancing customer visibility and control.
“The message from consumers is clear: they want robust, reliable online grocery shopping options,” stated Dani Jurado, Executive Vice President of North America at VTEX. “Grocers should recognize that success in this space is not about building the perfect system overnight but about continuously evolving to meet consumer needs and providing a seamless experience across all shopping channels.”
Grocers who take decisive action based on these insights can gain a significant competitive edge in the increasingly digital marketplace. As the industry moves into 2025 and beyond, offering flexible, transparent, and value-driven online grocery experiences will be crucial for capturing and retaining market share.
To delve deeper into these trends and learn how to integrate online grocery shopping into your buyer’s journey, visit VTEX.
Survey Methodology:
This online survey, commissioned by VTEX and conducted by Dynata, a global market research firm, was completed in August 2024. The survey included a representative sample of 1,000 adult panelists in the United States, ensuring consistency across gender, age, and region.
About VTEX:
VTEX (NYSE: VTEX) is a composable commerce platform designed to provide greater efficiency and less maintenance for organizations looking to modernize their technology stack. Through its pragmatic composability approach, VTEX empowers brands, distributors, and retailers with unparalleled flexibility and comprehensive solutions, enabling them to focus on what delivers a clear business advantage and boosts profitability. Trusted by 2,600 global B2C and B2B customers, including Carrefour, Colgate, Motorola, Sony, Stanley Black & Decker, and Whirlpool, VTEX supports 3,500 active online stores across 43 countries as of the end of FY 2023.