Walmart surpasses Amazon to become the preferred online grocer for American consumers!

Chicory surveyed more than 1,000 U.S. adult consumers in January and found that more than 35% of respondents listed Walmart as the online grocery retailer they shop most frequently.

E-commerce giant Amazon ranked second, with about 23% of respondents saying they use the platform more often, while 10% of respondents chose third-party online grocer Instacart.

Chicory mentioned that Walmart and Amazon have been the top online grocery retailers for three consecutive years . Notably, Instacart has remained at No. 3. Considering that Instacart has no physical stores and focuses solely on grocery delivery, its ranking at No. 3 is impressive and reflects the overall popularity of digital grocery solutions.

In terms of age , Target attracts mostly consumers aged 18 to 44 , but Walmart and Amazon are popular among all generations . Amazon is the first choice for people aged 60 and above, while Walmart is most attractive among people aged 45 to 60. Traditional supermarket chain Kroger also has the largest share among people aged 45 to 60 , while Instacart's user base is mostly between 18 and 29 years old.

Chicory pointed out that given Walmart 's household name and its brick- and -mortar stores, Instacart is a younger, digital-first retailer . As younger generations grow up , the future will see more households choose digital- first retailers like Instacart or Shipt .

As of January, 72% of respondents to the Chicory survey said they had purchased groceries online in the past 90 days , reflecting the increased use of online grocery channels since the pandemic . In January 2021 , 70 % of consumers purchased groceries online in the past 60 days, compared to 50 % in January 2020 .

Chicory said digital grocery adoption has grown steadily over the past two years , with the biggest growth in adoption occurring between January and April 2020. In January 2021 , the highest number of respondents had purchased groceries through online channels within 60 days , at 70.27 % .

Chicory ’s findings reaffirm that digital grocery is here to stay as consumers prioritize convenience and simplicity in shopping . Brands that want to better reach consumers today need to work harder to improve their online shopping experience.

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