Key stat: Third-party grocery intermediaries lost share to grocer platforms in 2023, securing 15.2% of US digital grocery sales in Q4, down from 18.3% in Q1, according to December 2023 data from Incisiv and Wynshop.
Beyond the chart:
- US grocery retail ecommerce sales will grow 17.4% to reach $219.04 billion this year, according to our November 2023 forecast.
- Much of retailers’ success in winning back digital share is due to Walmart’s growth of click and collect, as noted in our US Digital Grocery 2024 report.
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Ease and convenience was the top factor that influenced US adults’ decision on where to make their most recent grocery purchase, per a February 2023 PYMNTS.com survey.
- If third-party intermediaries want to gain back share, they need to focus on making the shopping experience as seamless as possible, whether it’s through search improvements, product recommendations, and/or simplifying the payment process. But they’ll continue to face challenges from retailers building their own tools.
Use this chart:
- Understand where to make digital grocery ad investments.
- Assess digital ad spend across grocery channels.
More like this:
Methodology: Data is from the December 2023 Incisiv, "2023 Digital Grocery: Year in Review" in partnership with Wynshop. 2.2 million US shopper orders were analyzed during January 1, 2022-November 30, 2023. Additionally, 1,493 US grocery executives were surveyed during the same period.
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