State of Digital Grocery Performance Scorecard: May 2024

• Grocers are offering more discounts while shoppers are interested in more value, with price as the most important factor in their purchase decision. % of digital sales have gone marginally down while % of in-store sales have marginally gone up.

Summary

• 77% of grocers will offer the same or more discounts this summer compared to last summer.
• 89% of grocers said that preserving volume is a reason to increase discounting this year.
• 93% of shoppers say price is an important or extremely important factor in their purchase decision.
• 32% of shoppers said that they chose to shop in-store instead of online because of cost reasons
• Digital grocery is 12.7% of overall sales.
• The % of delivery sales and the % of pickup sales are close to an even split at 51% and 49% respectively..