Nearly half of North American grocery consumers want e-commerce platforms to provide omnichannel logistics

According to a recent survey of more than 1,000 U.S. consumers from digital recipe network Chicory, 46% of respondents said they have completed an order in a store after adding items to their digital shopping cart . Additionally, 44% of respondents have used a home grocery delivery service.

Four in ten respondents reported either going to a store to physically purchase items they added to a digital cart or converting a digital cart into an actual shopping list.

Looking at trends across the survey, the survey found that more than half ( 56%) of respondents discovered new grocery products online directly through a retailer’s e-commerce site. Three in ten (31%) found new products on digital recipe sites, while 27% used digital circular and coupon services and sites to find new products, and 21% found new products through digital advertising.

Various social media channels, including Facebook , Youtube , Pinterest and Instagram (excluding TikTok at 11%), had nearly identical shares of respondents using them for grocery product discovery, averaging 20%.

When asked to select all applicable sources of meal inspiration, overall respondents chose food blogs ( 38%) as their primary source of meal inspiration, followed by large recipe publishers (35%) and Pinterest (34%). An average of 19% of respondents have online -first habits, such as saving recipes on social media and adding ingredients to a digital shopping cart.

When asked about the likelihood of ordering an advertised or promoted product, respondents named ads in digital recipes as the top factor in attracting shoppers to purchase a product, slightly ahead of ads on the retailer’s website . Shoppable technology, such as a “buy ingredients” button in a digital recipe, ranked second, outperforming coupons , on-platform ads, and ads on social media.

Additionally, 85% of respondents are likely to purchase the same items weekly, and 80% are likely to repeat previous grocery shopping orders. As household size increases from one person to two people to six+ people, the likelihood of repeating a previous purchase increases by 12% and the likelihood of purchasing the same items weekly increases by 25%.

North America

Omnichannel Logistics