Online Grocery Shopping Trends: 71% of Consumers Prefer Grocers' Own Platforms, but Friction Points Persist

71% of US consumers shop online for groceries, with 50% doing so monthly. 52% prefer buying through grocers' own digital platforms, not third-party apps. Service fees and unexpected costs deter 54% and 49% of online grocery shoppers, respectively. Loyalty programs and personalization are in demand, with 79% of shoppers using them.

As of July 2025, 71% of U.S. consumers have shopped online for groceries, with 50% doing so at least once a month [1]. This trend highlights the growing acceptance of digital shopping for essential items. However, the data also reveals significant friction points that hinder deeper digital engagement.

A survey conducted by VTEX, a composable commerce platform provider, found that 52% of consumers prefer to buy directly from a grocer’s owned digital channels, such as apps or websites, rather than third-party delivery services [1]. This preference underscores the trust consumers place in grocers' digital platforms for a seamless and personalized shopping experience.

One of the primary deterrents to online grocery shopping is the issue of fees and unexpected costs. According to the survey, 54% of consumers cite service fees as a major deterrent, and 49% are discouraged by unexpected costs at checkout [1]. These financial barriers highlight the need for grocers to offer transparent pricing and competitive fee structures.

Loyalty programs and personalization are also key factors driving consumer demand. The survey found that 79% of shoppers use loyalty or rewards programs, with nearly half preferring digital versions [1]. Furthermore, 65% of consumers are interested in personalized online grocery experiences based on their needs or history [1].

To address these consumer preferences, grocers must eliminate friction points and provide a digital experience that matches the clarity and trust associated with physical stores. Retailers like H Mart, which migrated to VTEX’s commerce platform to unify operations across product categories and fulfillment locations, are setting an example of how grocers can take control of the customer experience [1].

In conclusion, while online grocery shopping is gaining traction, grocers must address persistent friction points to fully capitalize on the digital shopping trend. By offering transparent pricing, competitive fees, seamless loyalty integration, and personalized shopping experiences, grocers can enhance consumer satisfaction and drive growth.

References:
[1] https://finance.yahoo.com/news/71-consumers-shop-groceries-online-130000312.html
[2] https://www.businesswire.com/news/home/20250728782939/en/71-of-Consumers-Shop-for-Groceries-Online-But-Grocers-Must-Eliminate-Friction-to-Grow-Loyalty