Data Overview Report

The State Of The US Online Grocery Shopper, 2024

April 25th, 2024
With contributors:
Fiona Swerdlow , Taylor Hansen , Rachel Birrell

While most US consumers still prefer to purchase their groceries in-store, online grocery sales continue to grow. To meet the growing demand, grocery store leaders must fully understand their customers’ expectations when it comes to digital engagement, in-store mobile usage, cross-brand shopping, convenience, and last-mile choices. This report uses Forrester data to explore the state of online grocery in the US, focusing on consumers’ experiences and expectations.

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