It’s no secret that the E.U. is far ahead of the U.S. in grocery e-commerce innovation. L2’s Insight Report on E.U. Grocery E-Commerce finds that all major grocery brands in the U.K. offer click-and-collect in some regions, while four of six have taken steps to offer the service in the entire country. Furthermore, all major chains (Tesco, Sainsbury’s, ASDA, Morrisons, Waitrose and Ocada) offer delivery, which is responsible for fulfilling 90% of online grocery orders in the U.K. In contrast, traditional U.S. grocery stores have taken a back seat to e-commerce and left the field open for Amazon and pure-play delivery services such as Fresh Direct and Peapod.
Walmart has been studying shopper habits of grocery store chain ASDA, a click-and-collect leader in the U.K. The brand is one of the few U.K. grocery brands have expanded click-and collect locations to innovative areas such as the London Tube or gas stations. Walmart has been an omnichannel leader relative to its U.S. peers, pioneering Walmart To Go (in-store pickup without leaving the car) in select cities and encouraging users to pick up their items at the nearest store to avoid delivery fees. It’s poised to be the next (and perhaps only) omnichannel leader in grocery.