The digital shelf is crowded. With giants like Amazon and Walmart commanding significant market share, the path to differentiation for grocery retailers is no longer just about product availability or price. As revealed by the latest Ipsos Grocery Ecommerce Experience Report, the new frontier for competition lies in perfecting the user experience, specifically the ease and convenience of the transaction itself.

Data from Ipsos' latest Grocery Ecommerce Syndicated Studyshows that the single most important driver for repeat ecommerce business, for both delivery and curbside pickup, is the "ability to easily complete your purchase through the website or app." While the industry is making strides, there is a significant opportunity for growth, as only 70% of delivery shoppers and 73% of curbside shoppers found the process "very easy." Shoppers report frustrations with technical glitches, non-intuitive checkout processes, and cumbersome website navigation, which directly impacts loyalty.

So, how can you equip your brand to win this battle? The key is to focus on the details of fulfillment that build consumer confidence. For delivery, a key differentiator is allowing customers to provide specific delivery instructions, an area where the industry currently averages 81% performance. For curbside, the opportunity lies in providing clearer directional signage to pickup locations. Our mystery shoppers found that 17% were left to find their pickup spot on their own, creating unnecessary friction.

In a market where 49% of consumers have increased their use of grocery delivery and 46% have increased their use of curbside pickup in the last year, mastering these operational details is paramount. By leveraging data-driven insights from Ipsos to streamline your digital platforms and enhance fulfillment features, you can deliver the seamless experience that retains customers and sets your brand apart.

Ipsos helps leading retailers "inspect what they expect" from the digital to physical delivery of the customer experience.  The 2025 Grocery Ecommerce Syndicated Study will be released in September. To secure your place on the schedule for a complimentary review of our findings, please contact Brad Christian, Head of Strategic Growth - Ipsos Experience