Online Grocery Shoppers Are Hungry for Fast Delivery 

Author: By Peter Vahle

January 30, 2019

Simply offering delivery service isn’t enough to get shoppers to regularly buy groceries online.

Shoppers want groceries the same day—ideally within hours. More than half of digital grocery shoppers surveyed by Capgemini said they would be more loyal to a grocery retailer that offered 2-hour delivery. An even higher percentage (61%) of respondents said same-day delivery would increase their devotion.

Many grocery retailers already offer next- and same-day delivery. However, only 19% offer delivery within 2 hours. One of the biggest retail giants in the space, Amazon now offers 2-hour delivery through its Prime Now service, which lets Prime members buy groceries online or from its newly-acquired brick-and-mortar grocer Whole Foods.

Amazon rival's, Walmart Grocery, isn't offering 2-hour delivery but does compete with same-day grocery delivery and pickup from participating stores.

Even some smaller, regional retailers are employing ecommerce tactics to satisfy customers. Midwestern chain Hy-Vee teamed up with Instacart and Shipt to provide same-day grocery delivery in cities like Dubuque and Sioux Falls.

As the sector expands, it’s critical for grocery retailers to understand the unique needs of online shoppers. Improving last-mile delivery efforts will go a long way in driving loyalty—and making sure dinner is waiting for customers when they get home.

“Online grocery is a massive opportunity for those who can satisfy this need for food shoppers,” said Andrew Lipsman, principal analyst at eMarketer. “As consumers get more accustomed to the on-demand economy, they are finally ready to shift their shopping trips in this direction. But retailers first need to prove they can consistently deliver what consumers want, when they want it.”