84.51° Report: Online Shopping Grows But In-Store Remains The Default

Why It Matters

The findings underscore that retailers and CPG brands must blend online engagement with strong shelf presence to drive sales, making omnichannel coordination essential for growth.

Key Takeaways

• 74% of grocery trips still occur in physical stores
• 55% choose online for large stock‑up purchases
• Digital touchpoints influence in‑store basket decisions
• One‑third of shoppers switch brands between online and offline
• Brands must tie media spend to shelf outcomes

Pulse Analysis

The grocery landscape is evolving rapidly, yet the data from 84.51° reveals that brick‑and‑mortar remains the default checkout point. With 90% of consumers reporting equal or greater online activity compared to last year, the sheer number of purchase pathways has exploded. However, 74% of trips still end in a store aisle, meaning that digital interactions are largely preparatory. Brands that secure visibility during the planning phase—through search, social, or programmatic ads—can steer shoppers toward their shelves when they arrive in‑store.

Channel selection is increasingly mission‑driven. The report shows that 55% of shoppers opt for delivery or curbside pickup when tackling larger, routine stock‑up missions, leveraging the convenience of comparing prices and promotions online. Conversely, urgent or fill‑in purchases see a 70‑79% in‑store preference, where immediate need overrides digital convenience. This split creates a strategic opportunity: brands can use online offers, bulk discounts, and personalized messaging to influence the larger, planned trips, while ensuring shelf availability and eye‑catching displays capture the spontaneous, in‑store demand.

Loyalty is no longer channel‑locked. Nearly one‑third of shoppers admit to switching brands between online and offline channels, driven by price, availability, and relevance at the moment of purchase. Consistent, cross‑channel presence—through on‑site media, targeted incentives, and synchronized messaging—can reinforce brand preference regardless of where the transaction concludes. Moreover, measuring media effectiveness now requires linking digital spend to shelf outcomes, a challenge that demands robust first‑party data and advanced analytics. Brands that master this omnichannel orchestration stand to increase conversion rates and capture a larger share of the growing grocery spend.