Meet the omnichannel grocery shopper
Online grocery has become an established part of how Canadians shop, but it has not reduced the importance of the store. Kantar’s ShopperScape Canada shows that 52% of shoppers bought online over the last year, while 90% continued to shop in-store. Shoppers are combining online convenience with the benefits of physical stores, choosing the channel and fulfilment option that best serves each trip. Several trends are shaping this behaviour, including online inspiration, the movement of routine categories online, greater demand for pickup and the growing role of third-party delivery.
Online sends young shoppers back to the store
Online grocery drives consumer loyalty across both digital and physical channels. Eighteen per cent of shoppers say they have consolidated more of their grocery shopping with the retailer they buy from online, rising to 24% among younger millennials and 23% among generation Z. Every pickup order is also a visit to the retailer’s physical location. A strong online offer therefore reinforces engagement across both channels rather than simply moving purchases away from the store. Brands need to plan online and in-store activity together, recognizing that product discovery or purchase in one channel can influence the other.
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Discovery starts online, and AI is next
Browsing for ideas is the most common online grocery activity. Forty-two per cent of shoppers look online for meal inspiration, exceeding those who restock the pantry (35%) or complete their weekly shop (33%). Brick-and-mortar stores retain the edge for immediate needs, with 74% of shoppers buying fresh prepared foods for same-day consumption. AI is adding another layer to product discovery. Forty-four per cent of Canadian shoppers have used AI to help them shop. Product content and digital assets must now be clear enough for shoppers and AI tools to understand, evaluate and recommend.
Routine categories are moving online
Baby food is now a digital-first grocery category, with 62% of its shoppers buying it online versus 51% in store. Other routine and replenishment categories are moving in the same direction. Over the past year, online purchasing has grown significantly in:
- Pet food (39%);
- Vitamins and nutritional supplements (38%);
- Personal hygiene products (27%).
Value and convenience keep shoppers online
Convenience and control fuel online grocery growth, as shoppers can order on their own schedule, save time and eliminate the effort of a trip to the store. Online baskets also help shoppers—especially younger demographics—manage spending and avoid impulse purchases. Value is also key. Clear pricing, effective promotions, appropriate pack sizes and strong product information influence purchasing.
Pickup and delivery vie for dominance
Retailer delivery leads individual fulfilment methods at 40%, combined pickup options edge ahead at 43% (22% in-store, 21% lockers), while third-party delivery is used by 14% of shoppers. Third-party apps are driving much of grocers’ online growth, but they reduce profit margins through commissions and intermediate the shopper-retailer relationship. As demand for convenient, same-day fulfillment continues to grow, efficient supply chains and close integration between store and digital inventory systems become increasingly important to meeting shopper expectations and maintaining loyalty.
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Making online work for the store
Retailers need to align each fulfilment option with the trip it serves. This means protecting inventory, sizing packs appropriately for collection and bringing third-party shoppers into their loyalty programs. The next phase of online grocery growth will be defined by omnichannel engagement. The brands and retailers that create consistent, connected experiences across those touchpoints will win more trips, larger baskets and stronger shopper loyalty.
This article was first published in Canadian Grocer’s November 2026 issue.
