I worked for an online grocery app and most customers were elderly, handicapped, had 8 kids or were small institutions (like group homes) - people with a lot of time at home, but difficulty getting out. From what I saw, online shopping will probably never expand beyond these types of customers for several reasons.
Grocery shopping in a browser UI can be a decent experience but will probably never be as clear and convenient as seeing the actual item, especially for non-prepackaged (meat, fish, produce, floral, etc.)
Convenience - online shopping requires planning ahead and being home in a time window to receive delivery. For the homebound it is no issue, but for most working people it's easier to just stop by the store on the way home.
I disagree completely. I live in Seattle and work roughly 50 hour or more weeks, and I enjoy spending my free time with friends or working on projects.
I already leave my apartment for work at around 8:30 am and, after stopping at the gym on my way home, I'm usually home around 8 pm.
If I make a grocery store trip, this adds probably 45 minutes to an hour, meaning I get home at 9 pm, which sucks.
I've started getting produce through a local CSA-type delivery service, and it's so convenient and easy. I think Amazon Fresh will work well for people who are busy and have the disposable income to spend an little bit more on delivery.
also, people without cars. I lived in seattle for 2 years without a car, and ordering online becomes much more worth it if there are heavy items or light but big items.
Grocery shopping in a browser UI can be a decent experience but will probably never be as clear and convenient as seeing the actual item, especially for non-prepackaged (meat, fish, produce, floral, etc.)
Convenience - online shopping requires planning ahead and being home in a time window to receive delivery. For the homebound it is no issue, but for most working people it's easier to just stop by the store on the way home.