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Despite room for expansion, online alcohol delivery will never be essential like online grocery. Alcohol buying is rising in popularity. An April 2023 survey from PowerReviews found 23% of digital grocery buyers typically purchased alcohol via digital grocery platforms. This is an increase from the same survey鈥檚 responses on alcohol buying in 2021 (17%) and 2022 (20%).

Digital activity now plays a major role in product discovery, with younger generations driving sizable shifts in the way shoppers find new products.

Amazon bets that Prime members will pay extra for free grocery delivery: The retailer is testing a grocery subscription add-on for $9.99 per month in its latest attempt to boost the appeal of its grocery business.

Amazon explores standalone subscriptions as Prime user growth slows: The retailer could roll out separate grocery and healthcare membership services as early as this year.

Amazon鈥檚 inability to take full advantage in the grocery space gives Walmart and other digital grocery players a chance to gain ecommerce market share in the category. It will remain difficult for competing retailers to capitalize on Amazon鈥檚 stagnant overall ecommerce market share. Outside of food and beverage, the only other maturing ecommerce category where Amazon is missing out is auto and parts.

The retailer has spent years testing physical stores across books, apparel, groceries, and convenience items. But aside from Whole Foods, which it acquired, Amazon has struggled to find a winning formula because it has often failed to recognize the differences between online and offline shopping habits.

US ecommerce growth will come from large retail categories with historically low online sales share. And growth will stay healthy even as traditional drivers of online sales take a backseat to emerging categories.

Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

Much of its success has come from its rapidly growing digital grocery business, which accounts for more than 62% of its ecommerce sales in 2023. Digital grocery is one area where Walmart is actually beating Amazon. This year, Walmart will capture more than 28% of the US digital grocery market鈥攎aking it the leading player in the industry鈥攃ompared with just 22% for Amazon.

Wonder鈥檚 timing is also less than ideal, given that consumers continue to pull back on restaurant spending as the cost of eating out (and ordering in) continues to rise faster than grocery prices.

Click and Collect Will Drive Digital Grocery Growth. Click and collect鈥檚 explosive pandemic-era growth has tailed off, but for groceries the outlook is brighter. Grocery click-and-collect sales increased by 16.3% last year and will grow by 15.1% this year. These figures solidly outpace the metrics for overall click-and-collect growth.

Online sales are back in growth in the UK, but the fortunes of key ecommerce retailers have been mixed, with some suffering a greater blow from the cost-of-living crisis than others.

More than half (57.2%) of the US population will be digital gamers this year, per our forecast. Gen Zers and millennials have the highest rates of digital gaming adoption at 73.8% and 65.5%, respectively. Another strategic tie-up: DoorDash reached a multiyear agreement with reward platform Ibotta to offer users cash-back digital offers across categories like grocery, home, and health.

The future of ecommerce is grocery. Historically, three categories led the US ecommerce market: apparel and accessories, computer and consumer electronics, and furniture and home furnishings. But in recent years, growth has been fueled by essential goods, including food and beverage items, personal care products, and household supplies. This shift will take grocery to the top of the four major ecommerce categories by 2026.

Amazon is on a never-ending mission to speed up delivery: The retailer鈥檚 latest initiatives, including smart glasses and streamlined grocery fulfillment, will help cut costs and encourage shoppers to order more鈥攁nd more often.

The hope is that consumers will get used to the convenience and savings offered by Amazon and turn to the retailer to fulfill more of their needs鈥攁 reasonable assumption given that long-term growth in the digital grocery space will come from existing buyers spending more of their grocery budgets online.

Instacart鈥檚 revenues and profits spiked in 2022, helped by its growing ad business: That could speed up the timeline for the grocery delivery company鈥檚 long-awaited IPO.

Tesco鈥檚 newest venture takes aim at Ocado: The UK grocer鈥檚 Transcend Retail Solutions division aims to help international supermarket chains develop their ecommerce operations.

Shoppable media is any form of digital media that includes a 鈥渟hoppable鈥� call to action. Prominent examples of shoppable media include social commerce, connected TV (CTV) ads with QR codes, livestream shopping, and online recipes that include links to purchase sites. Social commerce is a growing market, but adoption hasn鈥檛 caught on elsewhere.

Nearly half (48.4%) of Amazon Fresh shoppers try new grocery products multiple times per month, according to an Insider Intelligence survey.