A new survey commissioned by VTEX and conducted by Dynata in August 2024 revealed that 69% of U.S. consumers purchase groceries online, with 47% ordering 26-50% of their groceries digitally. This data highlights the mainstream adoption and growing importance of online grocery services.
The survey identified price as the most crucial factor for 69% of respondents when choosing an online grocery service, followed by free shipping at 68% and discount codes at 65%. Consumers also prioritize transparency, with 45% considering real-time order tracking very important.
These findings underscore the need for grocers to enhance omnichannel experiences and address consumer pain points, such as inconsistent fees and fulfillment. Retailers like H Mart, which migrated to VTEX's platform, are leveraging unified commerce to meet these evolving customer expectations and expand their digital offerings.
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