US Digital Grocery Features Benchmark 2022

How 10 Key Digital Grocery Platforms Meet Consumer Demand

Executive Summary

Digital grocers are offering features like memberships and loyalty offerings to make their services as convenient and cost-effective as possible. This inaugural study compares 10 digital grocers based on an analysis of 30 different features on their websites and apps.


  1. What are the most important digital grocery features that retailers and delivery services can offer?
  2. Which features do current digital grocery customers value most, both overall and within key customer segments?
  3. How do leading retailers and delivery services compare when offering features consumers demand most?

WHAT’S IN THIS REPORT? An analysis of the digital grocery features that retailers and digital grocery services can offer to attract new customers and drive customer loyalty. This inaugural benchmark evaluates retailers and delivery services based on an analysis of 30 features across five categories and weighs their scores according to the results from a survey of US adults who have purchased groceries online. The findings pinpoint product development and marketing priorities for retailers and digital grocers.

KEY STAT: The top five most in-demand features among digital grocery buyers revolved around delivery, savings, or a combination of both. Digital grocery buyers want the convenience of delivery but remain cost-conscious with grocery buying overall.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Action Points
  4. Introduction
  5. Leading Digital Grocery Players and Features
  6. Consumers’ Most-Valued Features
  1. No. 1 Membership and Account Features
  2. No. 2 Checkout and Delivery Features
  3. No. 3 Shopping Experience Features
  4. No. 4 Order Management Features
  5. No. 5 Search and Filtering Features
  6. Methodology
  1. Glossary
  2. Survey Demographics
  3. Appendix
  4. Read Next
  5. Media Gallery

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Blake Droesch


Bianca Carasus
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Ona Koehler
Senior Director, Benchmarking
Na Li
Director, Primary Research