Walmart captured 37% of U.S. online grocery sales in Q2 2024, up from 28.2% in Q2 2021. In contrast, supermarket sales dropped to 27.3%. Walmart's omnichannel strategy and low prices attracted more shoppers, shifting the market dynamics.
In Q2 2024, Walmart secured 37% of U.S. online grocery sales, rising from 28.2% in Q2 2021. This data, provided by Brick Meets Click and Mercatus, shows how Walmart’s commitment to low prices and efficient online shopping boosted its market position.
While Walmart gained ground, supermarkets saw a decline in their share of online grocery sales, dropping from 34.3% in Q2 2021 to 27.3% in Q2 2024. Supermarkets now trail behind mass merchants, who captured nearly 50% of all delivery sales.
Walmart's focus on expanding its first-party delivery services led to significant changes. Mass merchants, including Walmart, controlled 58% of pickup sales, despite a slight loss in share. Supermarkets, aided by services like Instacart, managed to maintain a foothold in delivery sales.
To compete, regional grocers are urged to target budget-conscious shoppers by enhancing their digital experience, offering loyalty programs, and running promotional campaigns. "Boosting loyalty with points, discounts, and exclusive deals is key," said Mark Fairhurst, Chief Growth Officer at Mercatus.
Is Walmart's growth in online groceries unstoppable?
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