Going grocery shopping this weekend?

As e-commerce becomes the norm for grocery shopping, digital technologies are increasingly entering the physical spaces of grocery stores and restaurants, according to PYMNTS research and news coverage this week.

Instacart will debut Monday (September 19) with smart carts, scan-and-pay, synced shopping lists and more to bring the convenience of e-commerce to brick-and-mortar stores. announced the launch of the Connected Stores technology suite, which offers products such as

Instacart CEO Fiji Simo said in a statement: “We believe the future of grocery shopping will not be a choice between shopping online and in-store — consumers will do both.” “With these technologies, we can offer customers the best online shopping experience in physical stores and vice versa.”

One of the products announced, FoodStorm, which offers hot food ordering, follows the trend of consumers expecting restaurant needs to be met from the grocery store and restaurants to meet their home food needs.


In fact, a new study by PYMNTS, “The 2022 Restaurant Digital Divide: Food Aggregators Find Their Ground,” based on an August survey of more than 2,200 U.S. consumers, found that eating out is the way to go for younger consumers. the norm, not the exception. While 52% of millennials, 53% of millennials, and 60% of Gen Zers consume their most recent restaurant order for takeout, only 45% of Gen Xers and 34% of baby boomers and seniors do the same. .

This trend has also contributed to the proliferation of hybrid concepts that allow consumers to meet their needs across grocery categories in one place. For example, Investindustrial announced on Wednesday (21 September) that it had acquired a majority stake in Eataly, which operates Italian food emporiums with restaurants, cafes and specialty shops in 44 locations in 15 countries. With this 200 million euro (about $197 million) deal, Investindustrial will ensure the growth of the concept in the markets.

Indeed, consumer eating habits have changed dramatically over the past few years.

“Over the past couple of years, groceries, like any other purchase, have become more and more comfortable for consumers to buy online,” PYMNTS’ Karen Webster wrote in a recent article. “The digital shift caused by the pandemic has turned into consumer habits.”

Webster noted that consumers shop for groceries on e-commerce sites throughout the week, rather than on weekends, and that subscription services and direct-to-consumer (D2C) brands are taking share from existing brands in the grocery and mall categories. At the same time, delivery aggregators are expanding the radius of stores in which grocers compete.

Of course, e-grocery products are becoming a relevant part of the way consumers meet their food needs. Research from PYMNTS’s survey of 15,000 consumers across 11 major economies, How the World Works Digitally: The Impact of Payments on Digital Transformation, shows that online grocery adoption is growing slowly but steadily. Between the first and second quarters of the year, the indicator of the use of online grocery shopping channels increased from 22.7 to 23.2. There was a sharp increase in the use of food subscription services, which increased by 8% between the two quarters.

For grocers to remain competitive, they must meet these digital needs in both physical and virtual spaces, powering increasingly connected experiences.

chart, digital transactions

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