Did you know Americans spend more than 20% of their grocery budgets online?
If you want to bring some of this money into your grocery store, getting into the grocery e-commerce game is a must.
But e-commerce success takes more than a website; you need to understand what online grocery shoppers want and how to meet their needs.
That’s why we’ve put together this list of four emerging online grocery shopping trends you need to know — plus our tips for capitalizing on them.
1. Grocers Are Taking an Omnichannel Approach
When crafting your grocery e-commerce plan, one of your top priorities should be making it easy for potential customers to find and order from your store.
That’s why many grocers are now taking an omnichannel approach. This strategy involves selling to shoppers across multiple platforms — including in your brick-and-mortar store, a custom e-commerce website, and an app-based marketplace.
An omnichannel presence will make it more convenient for customers to choose your grocery store, allowing them to choose how they shop.
How To Stay Ahead of This Trend
Luke Henry, the founder of IT Retail and our grocery industry expert, recommends creating a unique online storefront and using popular online marketplaces.
First, let’s talk about creating a unique online grocery store. Luke recommends investing in a grocery e-commerce platform that lets you easily build a custom website for your store, create product listings, and manage online orders.
His top tip is to choose an e-commerce platform that seamlessly integrates with your grocery store point of sale (POS) system to help you track your in-store and online sales. For example, if you use IT Retail, he recommends e-commerce providers like Local Express, Freshop, or GrazeCart.
Alongside this branded website, he recommends selling groceries through a marketplace like DoorDash, Mercado, or Instacart. These apps make it easier for new customers to find your grocery store and let you charge higher prices while outsourcing the shopping and delivery process.
2. Customers Are Searching for the Best Value
Shoppers of all ages and income levels are worried about the rising cost of groceries. If you want to win their business, you need to appeal to their wallets.
Today’s online grocery shoppers aren’t simply looking for the lowest prices; they want the best value. They want high-quality products at reasonable prices — and they’re on the lookout for misleading marketing tactics like shrinkflation.
How To Stay Ahead of This Trend
So, how can you win over budget-conscious online grocery shoppers without slashing your profits?
Let’s look at three creative strategies to help customers save while encouraging them to spend.
- Launch a loyalty program: Loyalty programs are a win-win for customers and grocers. The more shoppers order from your grocery store, the more they’ll save — helping you generate steady revenue.
- Leverage strategic promotions: Offer your best discounts on slow-selling items or near-expiry products. This approach increases your inventory turnover, reduces waste, and lets customers enjoy a good deal.
- Start a private label: Starting a line of private label groceries helps you lower inventory costs and offer competitive prices on your customers’ favorite staples.
Make sure customers can take advantage of these opportunities whether they’re shopping in-store or online! Your POS system and e-commerce tools should seamlessly integrate to help you sync promotions and loyalty program data.
Related read: How To Promote Private Label Products: 6-Step Guide for Grocers
3. Grocers Are Using AI Tools
Artificial intelligence is more than just a buzzword; these powerful tools can help you build a better online grocery shopping experience for customers.
Staying up to date on online grocery shopping trends, writing copy for your grocery store’s website, and creating product listings on your e-commerce platform takes time — but AI-powered tools can make it easier.
How To Stay Ahead of This Trend
Luke Henry recommends that business owners experiment with AI-powered large language models (LLMs) like ChatGPT and Claude.
These LLMs can be surprisingly helpful in crafting an effective grocery e-commerce approach. For example, you can use them to:
- Research the average prices for specific products
- Suggest profit margins and prices for unique items in your inventory
- Write thorough product descriptions
- Create website copy to tell online grocery shoppers about your business
- Help you come up with promotion and marketing ideas
While you should always carefully review the outputs from these tools — they tend to make mistakes — they can save you time and give you a solid starting point to launch your online grocery store.
4. Customers Want To Support Community-Oriented Businesses
Today’s consumers think deeply about where to spend their money and which types of businesses to support — which is why values-based shopping is a rising trend.
Your customers want to feel good about supporting your small business, confident that their dollars stay in the community and that their decisions align with their convictions.
How To Stay Ahead of This Trend
The key to seizing this online grocery shopping trend is to develop a strong, identifiable brand for your store that rings true whether customers are shopping in-store, browsing your website, or checking out your social media posts.
Whether you’re a multi-generational grocer passionate about supporting small businesses or an organic aficionado on a mission to make healthy eating more accessible, your website should reflect these values and make it easier for like-minded customers to find you.
You can include this information on your website’s “About Us” page, within your product descriptions, or on social media to guide customers to your online grocery store.
Grow Your Online Grocery Business With IT Retail
The tides of the grocery industry are constantly shifting — and you need a trusted partner to help you navigate them.
For over 25 years, small business owners have trusted IT Retail to help them stay ahead of in-store and online grocery shopping trends. Our powerful software includes everything you need to manage perishable inventory, spot emerging sales trends, learn about your customers, and seamlessly manage online and in-store sales.
Discover how IT Retail can take your grocery store to the next level by scheduling your live demo today.
