7 in 10 Consumers Want eGrocery Options From an Everyday App

Consumers want their grocery shopping routines to be integrated with the rest of their digital lives, PYMNTS Intelligence reveals.

By the Numbers

For the recent study “Consumer Interest in an Everyday App,” created in collaboration with PayPal, we surveyed of more than 3,300 consumers in the United States and Australia to understand how they rely on apps for their various day-to-day needs and to gauge their interest in a unified everyday app.

The results revealed 69% of Americans and 70% of Australians would like to consolidate their app grocery shopping into an everyday app.

The Data in Context

Grocery aggregator Instacart is looking to meet this demand, at least in part, by building out its platform to include far more than just groceries, adding pharmacy options and other retail categories.

“Instacart could become an everyday shopping platform,” PYMNTS’ Karen Webster observed in a recent feature. “That may not be much of a stretch for Instacart, since adding non-grocery brands seems to be part of their strategy. Neither could be adding pharmacy options using some of the new healthtech platforms that are innovating in this space. Or embedding subscription or replenishment options for frequently-purchased products from the grocery stores and retailers consumers shop for on their platform.”

Meanwhile, other eCommerce marketplaces are looking to meet this demand in other ways. DoorDash, for instance, has been supplementing its restaurant and convenience store selection with more grocery options.

“Over the last two and a half years, we’ve built a multibillion-dollar grocery business from scratch, and it was really ready for primetime exposure,” DoorDash CEO Tony Xu told analysts on an earnings call last month. “We now have more non-restaurant stores on the platform in North America [than] any other platform. We’re growing faster than every other platform and gaining share dramatically in virtually all categories, and very specifically also in grocery.”

Similarly, eCommerce giant Amazon has been retooling its grocery business to capture this demand. Changes to come include updated stores, a warehouse automation pilot and offering fresh food delivery to non-Prime members, per a recent report.