Grocery apps are some of the fastest-growing apps in the US, according to eMarketer’s latest app usage forecast.
This year, 18.0 million US adults will use a grocery app at least once a month, up 49.6% over last year. For this forecast, we looked at apps that primarily deliver produce and perishable items, including meal kit services. By next year, more than one in five adult smartphone mcommerce buyers will use a grocery app to order food.
“Shoppers are becoming more comfortable with ordering online in general, and grocery is a part of that,” eMarketer senior analyst Patricia Orsini said. “A key hurdle, traditionally, for ordering fresh produce and other perishable items online has been delivery time, and the desire to hand-select produce and meat.”
“Retailers have been able to transcend these barriers with click-and-collect models of delivery—order online, pick up in-store,” she added. “And if the shopper is ordering from their regular grocery store, familiarity helps with trust that the products will be the quality they expect. A bad experience, however, could turn consumers off for good, so retailers need to ensure they provide a good experience from day one.”
Robust growth for grocery apps is being fueled by the Amazon/Whole Foods merger and Walmart, which is expanding its grocery delivery from six cites to 100 by the end of the year.