Why Online Grocery’s Next Battle Is for the Store’s Own App

As online grocery adoption rises, shoppers are gravitating toward grocers’ own apps over third-party platforms. The next big battle is to deliver frictionless, personalised, loyalty-driven experiences that keep customers coming back.

For years, third-party delivery platforms have been the front door to online grocery shopping in the US. But new research suggests that door is swinging back toward the grocers themselves.

A survey by VTEX, a composable commerce platform provider, reveals that 71% of US consumers have shopped online for groceries, with 50% doing so at least once a month. Yet the real headline isn’t just the adoption rate but it’s where consumers want to shop. More than half (52%) prefer to buy directly from a grocer’s own digital channels, compared to just 27% using national delivery apps.

Shoppers are chasing familiarity, trust, and control in an ecommerce environment that still struggles with friction. They want the digital cart to feel like their neighbourhood store but without the delivery surcharges, vague delivery times, or mystery substitutions.

“The modern grocery shopper expects the same ease, clarity, and control online that they’ve always experienced in-store,” says Daniela Jurado, EVP of North America at VTEX. 

“The challenge, and opportunity, for grocers is to eliminate friction without adding operational complexity. That’s exactly what unified commerce makes possible.”

Fees, Friction, and the Loyalty Gap

Despite rising comfort with online shopping, barriers remain.

• 54% cite service fees as a major deterrent.
  
• 49% are put off by unexpected costs at checkout.
  
• Many want more say over fresh product selection, something third-party services often limit.
  

Shoppers also expect loyalty to live online. Nearly 79% of respondents use rewards programs, and 45% prefer them accessible via mobile apps. And 65% want recommendations based on household needs and purchase history.

Grocers That Control Their Digital Destiny

Some retailers are already moving decisively. H Mart, for example, recently migrated to VTEX’s commerce platform to unify operations across product categories and fulfillment locations. The move is part of a broader trend of grocers reclaiming the customer relationship and the data that comes with it.

The implications are clear: the next phase of online grocery growth won’t be won solely through expanding delivery zones or increasing SKUs. It will come from owning the customer experience end-to-end, from app navigation to product recommendations, and building the same trust digitally that shoppers have at the checkout lane.

The Big Picture

As the novelty of online grocery fades, the convenience bar is rising. Consumers are digitally engaged, but they’re not fully converted yet. The grocers who can close that gap by removing friction and deepening personalisation will not only win loyalty but also reclaim market share from third-party platforms.

In the battle for the digital grocery cart, the home-field advantage is shifting back to the store.

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