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Post-pandemic:  The Future of Online Grocery  Is As Much Physical As It Is Digital

May 2, 2022

Oh, what hath a pandemic wrought? Online grocery sales this past summer increased five to six times over the previous year. Instacart has exploded (as has its valuation, which now stands at over $17 billion), and some experts now predict that online grocery sales will reach $250 billion by 2025.

However, figures like these only tell part of the story.

They gloss over the bigger picture of what the past six months mean for the future. Yes, grocery has changed, but the changes are much subtler and far more sublime than one might imagine.

Online grocery delivery has undoubtedly grown in importance, but, as recent research from Takeoff suggests, that importance should not be confused with what the American grocery business has always been about—the relationship between price and convenience. Online delivery is certainly one variable in this equation, but, if the pandemic has revealed anything, it is that the physical attributes of omnichannel grocery retailing may be just as important, if not more so, than delivery.

While consumers have and will always go to great lengths to save time and money, Takeoff’s latest research indicates that no grocer (or retailer for that matter) should ever assume that fast delivery is all that matters.

The real road to salvation is far more nuanced and intuitive, regardless of what pandemic-laced media jargon or what outrageous VC-backed investments may try to fool one into believing.

Chris Walton, Co-CEO and Editor-in-Chief, Omni Talk

Chris Walton is a leading expert and influencer in omnichannel retailing. An accomplished Senior Executive, Chris has high-level executive experience across nearly every discipline within retail. Currently he is the Co-CEO and Editor-in-Chief of Omni Talk, one of the fastest growing blogs in retail. He is also a Senior Contributor for Forbes, where his work has been read by over 3 million people, a regular keynote speaker, and he sits on the Advisory Boards for Delivery Solutions, Sezzle, and Xenia Retail. Prior to starting Omni Talk, Chris worked for Target, where he was the Vice President of the retailer’s Store of the Future project and also the Vice President of Merchandising for Home Furnishings on Target.com. Chris began his career at Gap, Inc. and holds a BA in Economics and History from Stanford University, and an MBA from the Harvard Business School.

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