The top five US digital grocers captured 67.2% of the country’s grocery ecommerce market cornered in 2022. Walmart is in particularly good shape as consumers shift from more expensive competitors to Walmart’s promise of low prices.
Beyond this chart, Instacart remains the intermediary to watch—it partners with all of the top five digital grocers except Amazon. But the company recently slashed its valuation by 20% due to a return to in-store shopping and a preference for click and collect.
Intermediaries like Instacart and Uber Eats will shape the future of digital CPG sales, but they’ll need to diversify their revenue streams and strengthen their retail media networks to remain competitive.
Review cart: CPG is quickly pivoting to digital, though consumers are adopting ecommerce for some categories faster than others. Online shopping is here to stay for pet supplies and personal care, while adoption for food and beverage has been a bit slower.
CPG ecommerce relies on a solid last-mile delivery system. But with so many delivery intermediaries in play, most won’t make it out on top—and those that do will need to be strategic about how they make money.
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