Online Grocery Challenges


Shopping online for clothes, cosmetics, books, and electronics has been an ordinary consumer behavior for at least a decade. When it comes to restocking the fridge or pantry with groceries, though, it was assumed that most shoppers prefer a good, old, in-store visit. However, in the face of a global health crisis, consumer behavior has radically changed and expectations have skyrocketed, leaving grocers struggling to meet demand and with no way to escape the digital transformation any longer.

Grocery Customer Expectations

When launching or enhancing an ecommerce shop, grocery retailers are seeking to ensure that their online experience puts shoppers’ needs first, while exceeding expectations and optimizing every step of the shopping journey. The supermarket industry extends its effectiveness by providing websites that allow consumers to:

Repeat Orders: Consumers often have predictable tastes and loyalty to many grocery products and brands, so websites should ensure customers have an option to save an order, or sign up for recurring orders to save time and demonstrate convenience.

Shareable Cart: Grocery shopping is often a shared activity between family members or roommates. Making your shopping cart shareable with other registered users allows people to get items ordered and delivered in one single transaction.

Abandoned Cart Recovery: The average shopping cart abandonment rate is nearly 75%. Retailers should deploy a solution to automatically send reminders to customers who add products to their cart without completing an order.

Add Recipes and Ingredient Lists: If grocers could add recipe ideas and recommend them on product pages, it may catch a customer’s eye and entice them to buy more items. Enabling the possibility to include recipe ingredients into shopping and wish lists will set the path to future purchases.

Offer Coupons: It’s common for retailers to send discount coupons to promote seasonal sales or other promotions. Grocery retailers should ensure that their website can receive and process coupons and other offers.

Other important features grocery merchants should implement for a memorable customer experience:

  • The possibility to update orders in a mini cart
  • Enjoy a simple/user-friendly checkout
  • Have a variety of delivery options and time slots
  • Include packing instructions

The Right Solutions for Engaging Customer Experience

To be able to meet and exceed their customers’ expectations, grocers should focus on enhancing their online stores and customizing them according to the specific market requirements. This endeavor can’t be successful without a highly scalable ecommerce solution that extends standard Salesforce Commerce Cloud capabilities.

Fast Commerce Grocery, a custom solution, built on Salesforce Commerce Cloud, allows global retailers to expand digital capabilities at a lower cost, with reduced time-to-market. This ecommerce solution offers grocery industry-specific customizations within Salesforce Commerce Cloud, including:

  • Extensive product categorization
  • Ability to sell products by weight, unit, and package
  • Daily promotions
  • Consumer purchase history per store
  • Shopping list creation
  • Packaging instructions
  • Multiple delivery options

This solution helps grocery brands provide consumers with an exceptional online shopping experience. Grocery retailers obtain support for inventories held at each store, offer multiple delivery and fulfillment options, and benefit from grocery-specific product configurations, among other unique features.

With over a decade of experience delivering business strategies and specific commerce solutions across different industries and markets, OSF possesses a deep understanding of the unique requirements of the grocery sector. Contact OSF’s team of experts to learn how we can help accelerate your online grocery sales growth.