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Podcast: How supermarkets dethroned Amazon in ecommerce satisfaction

The COVID-19 pandemic forced grocers to up their digital user experience. And shoppers are taking note


When you beat Amazon at its own game, it’s big news. Supermarkets now have the stage, as a recent survey showed the group is a top performer in terms of the online food shopping experience .

Consumer survey company The Feedback Group surveyed 1,000 shoppers, asking them about their digital experience when shopping online. 

Supermarkets topped the list with an impressive overall satisfaction rating of 4.40 on a five-point scale. Amazon followed closely behind with a score of 4.30, while mass retailers, primarily Walmart and Target, secured third place at 4.26. Value-oriented store like Aldi, Lidl, and Grocery Outlet, achieved a rating of 4.11, followed by club stores at 3.99, and dollar stores rounded off the list with a 3.90 overall satisfaction score. 

Across all shoppers, the overall satisfaction score for digital experience when shopping online was 4.21.

Brian Numainville, a principal with the Feedback Group, saw it all coming. He said over the past few years, supermarkets have invested a ton of money and time improving the ecommerce experience for shoppers, and the COVID-19 pandemic only put that strategy on high.

Supermarket News Senior Editor Bill Wilson talked to Numainville about the survey and how supermarkets can continue to improve in the digital sector, which caters to a younger audience.

Take a listen.

Have a pitch for the podcast? Reach out at [email protected]. Thanks for listening.

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