A new national survey reveals that online grocery shopping has broken into the mainstream and now shapes the expectations—and frustrations—of American consumers. According to the latest data from VTEX, a composable commerce platform, 71% of consumers have shopped online for groceries, with 50% purchasing at least once a month. However, as digital grocery grows, persistent friction points in the experience still hold back deeper consumer loyalty and engagement.
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?…
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