Online Grocery Shopping: Can the U.S. Copy the U.K.’s Success?

With AmazonFresh, Instacart and Google Shopping Express competing against each other to find the perfect home grocery delivery solution, things are really heating up in the world of online grocery shopping. From a consumer’s perspective, this could revolutionize the way we buy groceries—the competition could lead to more choice, lower prices, and, of course, unrivalled convenience.

Despite the significant investments into finding that solution, the online U.S. grocery market is still in relative infancy. Yet while these three juggernauts are busy working out logistics and marketing ploys to encourage U.S. consumers to jump online to buy their food, elsewhere the online grocery market is reaching maturity.

In the U.K., for example, it’s been relatively common for families to do their grocery shopping online for years. In fact, this has led to the U.K. being heralded as one of the world leaders in the field of online grocery sales and fast-moving consumer goods (FMCG).

Why has the U.S., with all its resources, lagged behind for so long when the rewards for cracking this market are so huge?

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