FACT SHEET

The State of Omnichannel Grocery Shopping in America

Grocery shopping is no longer a choice between store and screen – it is a seamless blend of both. Success now hinges on how well retailers integrate ecommerce and physical stores into a single, frictionless experience. Whether tapping an app, browsing online or walking store aisles, consumers are stitching together hybrid journeys that demand flexibility and convenience at every turn. 

Emerging technology powers in-store and online shopping

Food retailers are incorporating a wide array of technology into their organizations to enhance shopper experiences and engagement. In-store examples include mobile checkout systems, smart carts and foodservice ordering and delivery. Retail media networks are prime examples of technology to drive discovery and trial. Retailers are also improving their ecommerce platforms to enable benefits, including enhanced speed and filtering.

Online grocery sales continue to advance

The projection is for continued advances in grocery omnichannel sales — across physical stores and ecommerce — between 2026 and 2028. While stores currently represent about 80% of grocery-related sales, ecommerce will drive most of the growth, according to an NIQ analysis. Total U.S. online grocery sales are projected to reach $452 billion by 2028.

Categories vary in ecommerce adoption journeys for grocery

Digital maturity varies by category. For example, vitamins/beauty is advanced in ecommerce, while fresh (meat/vegetables) remains in-store-led. 

Social Media selling is fueling discovery and impulse

Social commerce adoption is growing, especially for Gen Z. TikTok Shop and Instagram are emerging conversion points, and brands have opportunities to integrate social into discovery-to-checkout journeys.
FMI and NIQ explore more key omnichannel motivators among shoppers and the emerging impacts of social commerce and artificial intelligence (AI) in the Digital Engagement Transforms Grocery Shopping 2026 report.