Contextual Commerce Shopper Study

As the evolution of the shopping journey continues and CPG brands look for ways to meet consumers’ needs in real time in the midst of daily living, contextual commerce offers opportunities for authentic engagement. But how viable are these in-the-moment shopping opportunities in the grocery category?

The Path to Purchase Institute’s September 2023 “Contextual Commerce Shopper Study,” conducted in collaboration with Chicory, gathered responses from 1,000 household purchase decision-makers (ranging in age from 18-56) who self-reported shopping online for groceries once a month or more often. In fact, they shopped relatively frequently, with 69% of respondents reporting that they shopped online for groceries at least once a week, while more than half shopped online at least weekly for prepared food or beverages. Furthermore, respondents anticipate shopping online more often for groceries and prepared food and beverages over the next six months.

Looking closer at online purchasing habits, around half of consumers acknowledged making one or more online purchases via contextual commerce in the past few months. While 89% referenced direct purchases through a retailer or brand website or app, 52% said they used varying forms of contextual commerce. This includes 23% who purchased directly via social media and 22% who shopped through a content website or blog. Some respondents referenced making purchases within video games or streaming platforms (17%), through a smart device such as a Smart TV or Smart Fridge (12%) or via a voice assistant like Alexa (11%). 

These habits are consistent across Gen Z, Millennials and Gen X consumers, reflecting opportunities for brands to connect with a wide spectrum of shoppers and influence their in-the-moment buying decisions. 

This report offers insights on leveraging contextual commerce in the grocery category to influence the path to purchase.