Shoppers Go Digital—But Not All-In
While digital shopping is widespread, the shift is incomplete. 69% of Americans say they shop online for groceries at least occasionally, with 30% doing up to a quarter of their grocery shopping online. Yet, many hesitate to fully embrace digital channels because of fees, lack of product control, and limited insight into order fulfillment.
Direct Channels Build Trust—But Fees Drive Shoppers Away
Critically, 52% of shoppers prefer buying through their grocer’s own app or website, as opposed to 27% who use national third-party delivery platforms. This reflects a strong desire for the trust and transparency offered by grocer-owned channels.
However, checkout friction remains a major hurdle:
- 54% cite service fees as a top deterrent
- 49% are discouraged by unexpected costs at checkout
Hidden or additional fees continue to push shoppers away from digital baskets, undermining broader adoption.
Loyalty Programs and Personalization Are Musts
Loyalty and rewards programs play a pivotal role:
- 79% of consumers use loyalty or rewards programs
- Close to half prefer a digital loyalty option, and 45% expect these programs in mobile apps.
Personalization is also non-negotiable: 65% of Americans want their online grocery experience tailored to their household needs or purchase history. The demand is for a digital experience that echoes the control and clarity of in-store shopping.
What Holds Shoppers Back?
In addition to extra fees, shoppers note frustrations like:
- Lack of control over fresh product selection—consumers want to inspect produce or perishables.
- Limited visibility into inventory and fulfillment, causing surprise substitutions or out-of-stock items.
- A digital shopping journey that still falls short of personalized, in-store customer service.
As Daniela Jurado, EVP of North America at VTEX, says:
“The modern grocery shopper expects the same ease, clarity, and control online that they’ve always experienced in-store. The challenge, and opportunity, for grocers is to eliminate friction without adding operational complexity. That’s exactly what unified commerce makes possible. Grocers can’t afford to treat e-commerce as an add-on. When consumers prefer your website over third-party marketplace apps and want a more personalized journey, that’s your opportunity to own the experience. Unified commerce is how you deliver it at scale, and without complexity.”
Lessons and Opportunities for Grocers
The way forward, the survey suggests, is clear for grocers who want to deepen customer loyalty and win digital market share:
- Integrate loyalty and personalization features into owned digital channels
- Maintain transparency on fees and minimize surprises at checkout
- Build unified commerce capabilities for seamless digital and in-store experiences
Retailers like H Mart, which recently migrated to the VTEX platform, showcase the benefits of unified digital operations—bringing together inventory, product catalogs, and fulfillment to serve customers better online and in-store.
Looking Forward
With 71% of Americans buying groceries online, digital is the new mainstream. But the untapped potential remains until grocers resolve lingering pain points. The challenge is no longer launching an online channel—it’s re-creating the control, clarity, and personalized loyalty found in traditional grocery shopping within an easy, transparent digital environment.
