Grocery e-commerce is at least a few years away from being ubiquitous; e-commerce represents just 3.3% of grocery sales, but analysts expect that to reach anywhere from 6.7% to 16.9% in the next decade. But consumers are already showing interest in digital coupons, especially on mobile devices. L2’s Food Insight Report on Digital Coupons shows 55% of grocery shoppers browse for digital coupons and 24% smartphone shoppers in store use their device to look for them.


Most of those coupons can be redeemed at physical grocery stores, as online grocers still account for a small fraction of grocery sales. Peapod holds 9% of the US grocery market share and FreshDirect holds 6%. Meanwhile, Amazon and Walmart account for less than 1% of US grocery sales each.


A few brands, however, have adapted their couponing techniques to prepare for future online grocery shoppers. Hormel and M&M’s have partnered with seven and six major grocery e-commerce players, respectively.


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