Here’s what consumers want from online grocers

E-commerce grocery retailers should offer personalization.

A new survey reveals the types of features and services that draw shoppers to online grocery retailers.

According to a results recent poll of 1,000 U.S.-based adults about their grocery sentiments emailed to Chain Store Age from search-as-a-service platform Algolia, a leading 30% of respondents said they would most like their online grocer to provide personalized deal recommendations based on what’s in their cart or past purchase history.

Another 17% said more convenient pickup/delivery options and 16% said personalized recipe suggestions based on what’s in their cart or past purchase history. Interestingly, 38% of respondents said they don’t need any additional online grocery offerings.

The survey also asked respondents to reveal their biggest online grocery shopping pain points:

• Produce selection (40%).
• Inability to find what you are looking for. (30%)
• Incorrect selections (27%).
• Inconvenient pickup/delivery options (18%).
• Impersonal/irrelevant deal and/or recipe recommendations (14%).

Close to three in respondents (28%) reported no significant issues with their online grocery shopping experience.

Recipe inspiration and shopping

The survey also asked respondents about their habits in discovering and shopping for recipes. Two in three (67%) adjust their recipes and grocery shopping habits based on the season, including 77% for those with kids. 

Popular fall seasonal events for baking and cooking include Halloween parties (46%), football tailgates (37%) and “Friendsgiving” get-togethers (35%). When looking for baking and meal inspiration for these events, 45% of respondents say they find their fall baking or meal recipe inspiration on social media, with 22% looking specifically on TikTok, including 53% of 18-24 year-old respondents.