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In partnership with Winsight, logo

Grocery Digital Maturity Benchmark, 2020

Title Sponsors

Mercatus, Incisiv, Webinar FlyBuy, Webinar ShopperKit, Webinar

Supporting Sponsors

Alert Innovation Citrus Ad self point

Incisiv logo Incisiv

Q4, 2020

This is an executive summary report based on Incisiv’s analysis of the digital presence of leading grocery retailers and food banners. The companies benchmarked are based on the top 90 highest annual revenues in US, Canada and Western Europe.


grocery retailers / banners and delivery providers in US and Europe.


digital attributes studied for each banner.

50 million

data points from Incisiv’s industry data pool.

48 million

data points from Q3 2020 Grocery Shopper Survey (in partnership with Mercatus).

Digital transformation across industries is being hampered by lack of speed in the development and implementation of technology.

Why have digital transformation efforts not yielded full benefits for businesses across industries?

Chapter 1

The Digital Grocery Outlook: The Year of Irrevocable Inflection

2020 has become the year of inflection in the online grocery space. Adoption of online shopping is expected to triple this year and the market share is set to grow to close to 21% of total grocery retail by 2025 (~60% higher than pre-COVID projections). Success in this market is predicated on adopting the right technologies and processes to meet a new shopping journey and different set of customer expectations.

Chapter 2

Digital Grocery Maturity: The Right Investments Will be the Game Changer

Most grocery retailers are making investments but not necessarily addressing the highest priorities nor the solutions that will deliver the best maximum ROI. Chains with a higher digital maturity on Incisiv’s maturity scale have outperformed their peers in revenue growth, which has only become even more pronounced during the pandemic. Overall, however, digital maturity in the grocery retail segment remains low and lags digital maturity of the retail sector as a whole.

Chapter 3

2020 Leaderboard

Ranking of the Top 90 grocery retailers and 11 delivery services companies in US and Europe based on the performance of their digital channel. The performance analysis covers four stages of the shopper journey, Product Discovery, Ordering, Fulfillment Options, and Customer Support, along with the evolution from 2019.