However, shoppers were already omnichannel, looking for a seamless experience between online and offline. Forward-looking retailers like Target and Walmart understood that the digitization of their stores would be an asset in the war against Amazon by answering shopper demand while limiting last mile delivery costs. This opportunity was also seized upon by startups like Instacart and Shipt.

Then Covid hit, and the effect has, of course, been seismic. At the height of the pandemic, 41% of online US grocery shoppers were first-time users. Even though there has been a downtick since then, a tipping point has been reached and CPGs are following the path other sectors took at this stage of ecommerce maturity. Online grocery is on the rise. Due to factors like convenience and recurring purchase, egrocery appears to be stickier than just about every other online category.