New data encourages grocers to enhance omnichannel experiences and address consumer pain points

Online Grocery Shopping Surges: VTEX Survey Reveals 69% of Consumers Shop Digitally

Kate Adams
PAN Communications for VTEX
VTEX@pancomm.com

VTEX (NYSE: VTEX), the composable and complete commerce platform for premier B2C and B2B brands and retailers, released new research on online grocery shopping and consumer preferences. According to the survey findings, of 1,000 U.S. consumers 18 years old and older, 69% of consumers purchase groceries online in some capacity, indicating a strong and growing preference for these services.

As brands and retailers continue to explore the best ways to engage with today's consumers, 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.

Key findings from the survey critical for brands and retailers:

Online grocery shopping is 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. Brands that fail to meet these evolving consumer preferences risk losing market share to more digitally savvy competitors.

Price sensitivity is a significant factor in online grocery shopping

• 69% of respondents cite price as the most important factor when choosing an online grocery service.
• Free shipping (68%) and discount codes (65%) are 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. 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 are crucial

• 45% of respondents 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. 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 message from consumers is clear: they want robust, reliable online grocery shopping options," said Dani Jurado, Executive Vice President of North America at 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.”

Grocers who act decisively on these insights stand to gain a significant competitive advantage in an increasingly digital marketplace. As we move into 2025 and beyond, 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.

“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 at 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.”

To explore this trend further and discover how to seamlessly integrate online grocery shopping into your buyer's journey, visit https://vtex.com/us-en/grocery/.

Survey Methodology:

This online survey was commissioned by VTEX and fielded by Dynata, a global market research firm, from August, 2024. The survey leverages a consumer mix of 1,000 adult panelists in the United States with demo breaks to ensure consistency and close to national representation for Gender, Age, & Region.

About VTEX

VTEX (NYSE: VTEX) is the composable and complete commerce platform that delivers more efficiency and less maintenance to organizations seeking to make smarter IT investments and modernize their tech stack. Through our pragmatic composability approach, we empower brands, distributors, and retailers with unparalleled flexibility and comprehensive solutions, enabling them to invest solely in what provides a clear business advantage and boosts profitability. VTEX is trusted by 2,600 global B2C and B2B customers, including Carrefour, Colgate, Motorola, Sony, Stanley Black & Decker, and Whirlpool, having 3,500 active online stores across 43 countries (as of FY ended on December 31, 2023). For more information, visit www.vtex.com.

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