Beyond Bells and Whistles: How Grocery Apps Are Evolving

From couponing to way-finding to online ordering, retailers’ mobile offerings are still a work in progress, experts say.

From the millions of shoppers using Walmart’s grocery app to the smaller customer bases tapping into their favorite local grocer, mobile apps have become an integral part of the customer experience for grocery companies of all sizes.

According to a report from eMarketer, about 18 million adults in the U.S. used a grocery app at least once a month in 2018, up nearly 50% from 2017. This year eMarketer projects that more than one in five adult smartphone mobile commerce buyers will use a grocery app to order food.

“Consumers, I think, are at a place where they’re much more ready to start transacting this way for some percentage of their grocery shops,” Andrew Lipsman, a principal analyst at eMarketer, told Grocery Dive.

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