According to a national survey from VTEX, 71% of consumers have shopped online for groceries, with 50% doing so at least once a month. However, many shoppers are holding back from deeper digital engagement due to persistent friction in the experience.
Shoppers prefer to buy from a grocer’s owned digital channels (52%), expect loyalty programs to be accessible via mobile apps (45%) and want personalization that reflects household needs (65%). Yet fees, poor visibility and lack of control over fresh product selection remain top deterrents.
Key findings include:
- Consumers trust grocers’ digital channels over third parties: 52% shop through the grocers’ own apps or websites, compared to 27% using national delivery apps.
- Shoppers are already digital, just not fully converted: 69 % of respondents shop online for groceries at least occasionally, and 30% do up to a quarter of all grocery shopping online.
- Price and fees remain major deterrents: 54% cite service fees as a major deterrent, and 49% are discouraged by unexpected costs at checkout.
- Loyalty lives online: 79% of shoppers use loyalty or rewards programs, and nearly half prefer digital versions.
- Personalization is expected: 65 % are interested in online grocery experiences based on their needs or history.
Commissioned by VTEX and conducted by Dynata in July 2025, the survey is based on responses from 1,000 U.S. adults ages 18 and older.