What You Need to Know About Online Grocery Shoppers

A new consumer trends tracker report is challenging what we know about online grocery shoppers. Consumers who prefer online grocery shopping have been known to favor convenience and speed over price and savings, but this is not always the case. Shoppers are now spending more time comparing prices and finding the best deals at different stores.

Here’s what grocers should know about online shoppers and how they can attract more loyal consumers.


According to the consumer trends report, online shoppers spend one-and-a-half times more on groceries than their in-store-only counterparts but are not loyal to just one store. The average grocery spending for online consumers is $594 compared to $388 for those who prefer in-store browsing. Those online shoppers spend dollars across a variety of retailers with 3.9 to 6.6 stores per month compared to 3.2 for in-store customers.

This means there’s a greater need for grocers to have better loyalty programs and rewards for those who prefer using e-commerce apps. Personalization is critical for these online retailers, as offering recommendations and targeted deals take the thought out of browsing for your favorite products. 59% of consumers say personalization influences their shopping decisions and 91% are more likely to shop with stores that send recommendations.


Households shopping online are 6% more likely to reduce meal sizes due to financial reasons and 10% more likely to have difficulty covering an unexpected expense. The study concluded these consumers might have children and pets, which would require a higher grocery bill that is more difficult to afford. So while these shoppers may still be looking for the convenience that online retailers offer, they still need to spend time comparing prices and finding better savings.

Inflation and rising gas prices could be other factors contributing to online shoppers’ financial constraints. Earlier this year, the gasoline index increased by over 18% while essential grocery staples like meats, fruits, and vegetables rose between 1 to 1.5%. To combat this, grocers are starting to accept EBT SNAP payments for online orders. The efforts help garner loyal shoppers while getting customers to access to the nutrition they need.

As consumer demands change and evolve, grocers can rely on STCR’s retail solutions to help keep up with the competition. Like many technology trends, innovations work best as part of a complete retail solution. Learn how STCR can help optimize your online store today.