The Growing Preference for Grocery Shopping Apps
Although a sizable number of consumers prefer buying groceries through an app versus shopping in-store, online expectations are not fully being met by retailers. According to a new study of 1,000 consumers commissioned by mobile app developer Bryj and conducted by Dynata, 39% of shoppers prefer buying groceries through an app. One-in-five (20%) of consumers are dissatisfied with mobile grocery shopping experiences, with only 31% reported being “fully satisfied.”
Half of consumers (49%) are only somewhat satisfied and wish grocery stores would enhance the mobile shopping experience. A strong mobile app could go a long way for consumers, as 53% of those in Bryj’s survey said they are more likely to shop with a grocer that has a mobile app over one that does not.
The Benefits of Grocery Mobile Apps
For a majority of those surveyed (53%), time-savings was the top benefit of grocery mobile apps, followed by the ability to check inventory at nearby stores (48%), and convenience (43%). A majority of consumers (73%) said they use mobile grocery apps to verify in-stock items before shopping in-person. This increases among younger generations to 84% of Millennials and Gen Z.
Pain Points in Grocery E-commerce
The top pain points consumers experience with grocery e-commerce include items being out of stock despite showing they were available at the time of ordering (48%), product quality issues (32%), and items not showing on the app that are usually available in-store (30%). Consumers said they would be more likely to use grocery mobile apps to shop if they provided an accurate real-time view of inventory availability (58%), followed by in-app exclusive coupons and discounts (47%), and visibility into when an out-of-stock item is going to be restocked (41%).
Unlocking the Full Potential of Grocery E-commerce
“Consumers today expect convenience and efficiency in every transaction and interaction. We’ve only just scratched the surface of the digital revolution within grocery e-commerce, and mobile devices are key to unlocking its full potential,” said Lawrence Snapp, CEO of Bryj. “With AI, mobile checkout, and personalized digital experiences, grocers can enhance mobile experiences to better meet consumer expectations, strengthen customer loyalty, and increase the bottom line.”
Ultimately, the study highlights the growing preference for grocery shopping apps and the need for retailers to meet the expectations of online consumers. By addressing pain points such as inventory availability and ensuring a seamless and convenient mobile experience, grocers could tap into the full potential of the digital revolution and provide customers with the convenience they desire.
Analyst comment
Positive news: The growing preference for grocery shopping apps and the benefits they offer have been highlighted in a new study. However, there is dissatisfaction among consumers with the current mobile grocery shopping experiences. If retailers address pain points and enhance the mobile shopping experience, they can meet consumer expectations, strengthen customer loyalty, and tap into the full potential of the digital revolution in grocery e-commerce.
