We do see online grocery gaining momentum in the US in 2017 and beyond. Unata's annual eGrocery Forecast findings (to be published mid-late January) are showing that the number of consumers who bought groceries online in 2016 doubled from the year prior to 19%, and will increase again to 31% in 2017.
More and more consumers are open to buying their groceries online, but their expectations are high. Retailers need to focus on creating that seamless, personalized omni-channel shopping experience that allows their consumers to shop however they like, whenever they like, from wherever they like. That includes creating a digital experience that caters to and recommends all types of products, including those smaller one-off specialty items and impulse purchases.