Picture the life of the future grocery shopper. On the commute home, their grocery app suggests a recipe tailored to their dietary preferences, instantly highlighting which items are on promotion. A few taps add everything to a list. At the store, their smart cart's display lights up with reminders for forgotten items, while their AI-powered mobile app suggests complementary products based on what's in the cart. Digital signage near the produce section catches their eye with a personalized deal on fresh vegetables. Without ever pausing at a checkout counter, they walk out, groceries in hand.
This isn’t science fiction—it’s the emerging reality of grocery shopping, where digital innovation is reshaping a journey that blends online convenience with the physical experience.
So does this digital transformation mean physical stores are becoming obsolete? Quite the opposite. According to a new survey from EMARKETER and Amazon Ads, while nearly a quarter of adults regularly use digital tools to plan their grocery shopping, these innovations are actually enhancing—not replacing—the in-store experience. Digital features like smart shopping lists, personalized offers, and app-based navigation are making physical stores more efficient and enjoyable to shop in. In fact, 42% of shoppers say they expect these digital touchpoints to play an increasingly important role in how they browse, plan, and purchase groceries over the next five years, pointing to a future where technology and traditional retail work in harmony.
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This immersive experience was produced for Amazon Ads by EMARKETER Studio, an in-house creative studio within research company EMARKETER. EMARKETER is the leading provider of research, data, and insights for marketing, advertising, and commerce professionals. Our data-driven forecasts and rigorous analysis empower revenue-driving teams to make strategic decisions with confidence. Through expert context from our analysts, carefully vetted data sources, and a proprietary research methodology, EMARKETER delivers forecasts, reports, and benchmarks that help companies anticipate tomorrow’s market trends today. EMARKETER is a division of Axel Springer S.E.
The future of grocery shopping is about blending online convenience with in-store experiences—here’s how advertisers can prepare.
For many consumers, what once meant clipping coupons or flipping through circulars now happens on apps and websites.
Mobile apps and retailer websites (53%) are the leading source for meal ideas and grocery deals, surpassing other digital channels like search engines (43%), according to the EMARKETER and Amazon Ads survey.
Half of all shoppers (50%) say they would be more likely to use digital tools in-store if offered app-exclusive coupons and instant savings.
Key takeaway for advertisers: Prioritize media placements within apps and develop mobile-first creative that drives discovery, engagement, and exclusive promotions.
The physical store continues to hold value for convenience, immediacy, and the sensory experience of shopping.
A fifth (20%) of shoppers already use an even mix of in-store and online shopping, per the survey.
Younger consumers (ages 18 to 43) are significantly more likely than older shoppers (44+) to expect to increase their in-store shopping over the next five years.
"The role that digital plays cannot be understated, but grocery shopping has and likely always will revolve around the physical store,” said Blake Droesch, senior analyst and director, client value, at EMARKETER. “Digital media and online shopping are massively influential, but most of those digitally inspired sales still take place inside stores. Many online orders are also fulfilled via stores, whether it be delivery or click and collect."
AI is shifting its role—no longer just a tool, but a reliable partner in the shopping journey, the survey found.
Nearly a quarter (22%) of shoppers already use AI chatbots like ChatGPT to find new grocery products, according to the survey.
Over half (52%) would be at least somewhat comfortable with a voice assistant placing a grocery order based on their past purchases, with urban shoppers and consumers ages 44-59 most likely to be very comfortable.
"With AI, the potential for conversational commerce is more palpable than ever,” said Droesch. “This won't come into fruition overnight, but consumers are already using generative search for recipes and meal planning, which could turn into a more involved experience."
Grocery shopping is no longer just about filling the cart—it’s becoming an experience in itself. Consumers are looking for moments of engagement and entertainment along the way, whether that’s in-store or online.
Nearly half of survey respondents (43%) say interactive or entertaining shopping experiences appeal to them, with 1 in 5 finding them very appealing.
That appetite for engagement extends into the digital space, where creators help guide purchasing decisions.
Honest reviews, cooking demos, and recipes provide trusted inspiration.
Yet not every consumer is tuned in—14% don’t follow creators at all—reminding brands that a mix of strategies is essential to meet shoppers where they are.
Shoppable ads, like those offered by Amazon and others, take that engagement one step further by collapsing the path to purchase. Inspiration and transaction can now happen in the same moment because customers can add an item to their Amazon cart directly from their streaming TV experience.
Three-quarters of shoppers (75%) say shoppable ads inspire them, with 16% citing high inspiration.
And the impact goes beyond awareness: One-third (33%) of shoppers have made a purchase through a shoppable ad or livestream in the past six months.
For today’s consumers, relevancy isn’t just about being recognized—it’s about being truly understood. Shoppers expect retailers to anticipate their needs and provide utility in the moment, not just familiarity.
Over half (51%) of survey respondents say tailored promotions are important or very important.
Email (44%) and text messages (39%) are the most preferred channels for receiving curated offers.
48% are at least somewhat interested in seeing digital signs in-store that display tailored deals.
Grocery is evolving from traditional to interactive, from transactional to experiential, and from personalized to predictive. At the center is a shopper whose expectations for seamlessness, inspiration, and utility are reshaping the industry.
The future belongs to brands and retailers that treat technology not as a replacement for human decision-making, but as a way to make everyday shopping simpler, smarter, and more engaging.
Design
Miri Kramer - Creative Director, Content Studio, EMARKETER
Anthony Wuillaume - Art Director, Content Studio, EMARKETER
Key takeaway for advertisers: In-store doesn’t mean offline. Leverage geolocation, weather, and real-time inventory signals to trigger relevant messaging on mobile, digital signage, or shelf-level media—turning intent into impulse at the point of decision.
Key takeaway for advertisers: To personalize messaging across channels in real time, AI-powered services like Amazon's DSP can dynamically optimize campaigns, ensuring brands reach shoppers in the right channel at the right moment—and help measure performance across the entire customer journey. Embrace this AI capability alongside conversational commerce growth by creating product discovery experiences optimized for chatbots and voice assistants. Amazon's interactive audio ads, for example, allow customers to easily connect with brands through quick, voice-based responses using an Alexa call-to-action, enabling actions like adding items to their cart or setting reminders without disrupting their streaming content.
Key takeaway for advertisers: Pair creator content (like recipe demos) with branded utilities—meal planning tools, shoppable bundles, or interactive quizzes—that offer both entertainment and value, helping you own the entire consideration funnel. Measure the impact through Amazon Marketing Cloud, which enables advertisers to track offline sales attributed to ads and optimize media tactics accordingly. This comprehensive measurement solution helps brands understand their household penetration to adjust budgets toward growth areas, assess their share of category purchases compared to competitors, and evaluate how online campaigns impact overall share of wallet. By analyzing which media mix drives the most transactions, advertisers can continuously refine their approach to this evolving retail landscape.
Key takeaway for advertisers: Use predictive insights (past purchases, dietary needs, price sensitivity) to deliver offers before the shopper even asks, through embedded moments in email, app, or smart signage. Through Amazon Ads Audience and Persona Builder, marketers can discover and reach relevant audiences through tailored campaigns informed by insights. With billions of proprietary audience signals and breadth of tools, Amazon Ads can help advertisers build an insight-driven audience strategy to make more meaningful connections. Brands can also use Amazon Ads to dive deeper to understand which products and categories interest their audience. Brands of all sizes can create and get custom, composite audience expressions that reflect today’s complex purchase pathways.
About the survey This survey was fielded by EMARKETER in collaboration with Amazon Ads. In June 2025, EM Studio, a branded content unit that is part of EMARKETER, surveyed 1,320 U.S. grocery-shopping adults to assess how consumers shop, which technologies they are embracing to help them browse and buy, and top priorities for the future of grocery shopping.
Which platforms have given you grocery ideas or deals? Respondents could select all that apply.
Source: EMARKETER and Amazon Ads “Future of Grocery” July 2025, n=1,320
Responses may not add up to 100% due to rounding.
Source: EMARKETER and Amazon Ads “Future of Grocery” July 2025, n=1,320
Source: EMARKETER and Amazon Ads “Future of Grocery” July 2025, n=1,320
Source: EMARKETER and Amazon Ads “Future of Grocery” July 2025, n=1,320
Source: EMARKETER and Amazon Ads “Future of Grocery” July 2025, n=1,320
Note: Total may not equal 100% due to rounding.
The physical store continues to hold value for convenience, immediacy, and the sensory experience of shopping.
A fifth (20%) of shoppers already use an even mix of in-store and online shopping, per the survey.
Younger consumers (ages 18 to 43) are significantly more likely than older shoppers (44+) to expect to increase their in-store shopping over the next five years.
"The role that digital plays cannot be understated, but grocery shopping has and likely always will revolve around the physical store,” said Blake Droesch, senior analyst and director, client value, at EMARKETER. “Digital media and online shopping are massively influential, but most of those digitally inspired sales still take place inside stores. Many online orders are also fulfilled via stores, whether it be delivery or click and collect."
Shoppable ads, like those offered by Amazon and others, take that engagement one step further by collapsing the path to purchase. Inspiration and transaction can now happen in the same moment because customers can add an item to their Amazon cart directly from their streaming TV experience.
Three-quarters of shoppers (75%) say shoppable ads inspire them, with 16% citing high inspiration.
And the impact goes beyond awareness: One-third (33%) of shoppers have made a purchase through a shoppable ad or livestream in the past six months.
Grocery shopping is no longer just about filling the cart—it’s becoming an experience in itself. Consumers are looking for moments of engagement and entertainment along the way, whether that’s in-store or online.
Nearly half of survey respondents (43%) say interactive or entertaining shopping experiences appeal to them, with 1 in 5 finding them very appealing.
That appetite for engagement extends into the digital space, where creators help guide purchasing decisions.
Honest reviews, cooking demos, and recipes provide trusted inspiration.
Yet not every consumer is tuned in—14% don’t follow creators at all—reminding brands that a mix of strategies is essential to meet shoppers where they are.
Nearly a quarter (22%) of shoppers already use AI chatbots like ChatGPT to find new grocery products, according to the survey.
Over half (52%) would be at least somewhat comfortable with a voice assistant placing a grocery order based on their past purchases, with urban shoppers and consumers ages 44-59 most likely to be very comfortable.
"With AI, the potential for conversational commerce is more palpable than ever,” said Droesch. “This won't come into fruition overnight, but consumers are already using generative search for recipes and meal planning, which could turn into a more involved experience."