The leading US grocery websites don’t belong to traditional grocers

Online grocery sales will surpass $100 billion in the US this year, per our forecast, but traditional grocers may not see as much of that spending as the major ecommerce players are.

Nearly 60% of US digital grocery buyers said they had bought from Amazon or the Walmart site in the past month, according to a June 2021 study by Cowen and Company. Grocery-specific platforms like Instacart and Kroger saw much lower response rates, while FreshDirect and other grocers’ sites registered shares in the low single digits.