Meijer, H-E-B earn top spots in Ipsos’ 2024 Grocery Ecommerce Experience Report
New York, NY, January 30, 2025 -Ipsos, one of the world’s leading market research and polling companies, today shared the findings from the 2024 Grocery Ecommerce Experience Report: a comprehensive, data-driven evaluation of retailer performance on pickup, delivery, and other channels across the grocery landscape.
Of the 17 brands evaluated in this year’s report — including Kroger, Target, Albertsons, Hy-Vee, Publix, Aldi, and Food Lion — Meijer, Amazon Fresh, Whole Foods Market, and Walmart maintained the highest-ranked grocery delivery experiences. Meanwhile, H-E-B earned top marks for curbside pickup, thanks to the grocer’s investments in efficient digital capabilities and more effective substitution offers.
The report, which leveraged Ipsos’ top-ranked mystery shopping practice and proprietary consumer research capabilities, also found that most American grocery ecommerce customers have increased their usage of these platforms over the last year — a trend that underscores the importance of delivering an exceptional experience to stand out in a crowded field.
“As grocery ecommerce continues to shift from a novelty to a necessity for millions of Americans, expectations for a seamless and efficient experience have increased, while competition has intensified,” said Brad Christian, Head of Strategic Growth with Ipsos Channel Performance.
Across ecommerce channels, “ease of purchase completion” emerged as a key driver for customer satisfaction. While on average, 70% of users ranked purchase completion as “very easy” across platforms, leading grocers such as Amazon Fresh, Target, Walmart, and Meijer all scored at least 10 points above the industry average. The “ease of purchase completion” for curbside pickup had a 73% average rating, with brands such as H-E-B, Target, Stop & Shop, Giant Eagle, and Safeway all exceeding that level of performance.
Meanwhile, technical shortcomings emerged as a major impediment to the ecommerce experience, from in-app glitches to unintuitive user interfaces which made finding items and applying discounts challenging. Other recurring issues included the difficulty of editing orders at checkout or adding items after placing an order.
“The success found by this year’s leaders reflects their operational focus, investment commitment, and deep understanding of the attributes that drive adoption, brand loyalty, and overall customer satisfaction — and offer important guidance for competitors as they work to deliver the convenience, communication, and reliability that shoppers expect,” Christian said.
The full report, published in partnership with Supermarket News, offers a range of actionable insights on the factors grocers must prioritize to improve perceptions and operational execution.
To learn more about the 2024 Grocery Ecommerce Experience Report, contact:
Brad Christian
Head of Strategic Growth, Ipsos Channel Performance
[email protected]
For further information, please contact:
Christopher Good
Communications Associate, Ipsos
[email protected]
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