The coronavirus pandemic has brought online grocery — a promising but formerly niche industry — to the fore. The combination of consumers’ interest in avoiding public places, government orders to stay at home, and the continued need for groceries and essential goods has made online grocery delivery services from the likes of Walmart, Amazon, Target, and Instacart indispensable.
Previously, some consumers resisted the shopping method because they wanted to pick out their groceries themselves and avoid extra fees, but the pandemic has forced many to change their priorities. And the sudden focus on online grocery is set to alter consumer behavior well after the pandemic subsides, accelerating the industry’s penetration in the US.
How well online grocers meet demand during the pandemic will play a major role in determining the top online grocers after the pandemic abates. Grocers’ ability to fulfill as many orders as possible in a variety of convenient channels throughout the pandemic will be important, as consumers may turn to different providers if they can’t place an order from one grocer through the channel they want — an issue that’s popped up in some markets for several grocers during the crisis.
But online grocers that can keep customers throughout the pandemic may be able to keep those shoppers for the foreseeable future: 75% of online grocery shoppers still shopped with their first-ever online provider, per a survey from Bain and Google from 2018. So, the grocers that meet the most consumers’ needs during the pandemic will likely lead the industry even after it subsides.
