24 • September | October 2026 • abasto.com Don’t Let Your Store Fall Behind in a $452,000 Million Market BY HERNANDO RAMÍREZ-SANTOS O nline grocery sales are transfor- ming the food industry as omni- channel strategies accelerate growth and redefine how consumers shop in the U.S. A new report from the FMI – The Food Industry Association and Niel- senIQ projects that the market will reach $452,000 million by 2028, ce- menting e-commerce as the sector’s primary driver. The message is clear: the divide be- tween brick-and-mortar and digital stores has disappeared. Now, success depends on integrating both chan- nels into a seamless experience. The Digital Channel Leads Growth Online grocery sales already account for nearly three-quarters of the sec- tor’s total growth in dollar terms. In 2025 alone, e-commerce contributed nearly 75% of growth, while in-store sales remained virtually flat. This is not a passing trend; it is a structural shift. The digital channel is growing at more than 11% annually through 2028, while brick-and-mortar sto- res are barely making headway. As a result, the online share will rise to more than 25% in 2028, up from 18% in 2024. Supermarkets that fail to invest in the digital channel will fall behind. Omnichannel Becomes the Norm At the same time, consumers aren’t abandoning brick-and-mortar sto- res. They’re combining the two. According to the report, nearly 94% of shoppers used both online and in-store channels in 2025. This defines the current experience: cus- tomers research online, compare pri- ces on apps, and complete purchases in-store as convenient. This reality requires a redesign of operations. E-commerce is no longer just a su- pplement; it is now integrated with stores, logistics, and the customer experience. The goal is to eliminate friction at every touchpoint. In addition, stores are evolving into destinations. Supermarkets are expanding their fresh food assort- ments, incorporating food services, and strengthening health and well- ness offerings to complement digital convenience. Speed and Fulfillment are Redefining Competition As online grocery sales grow, execu- tion makes all the difference. Delivery times have dropped from more than six days in 2018 to just over three today. Today, consumers expect same-day or next-day deli- very. This requires significant invest- ments in logistics. Supermarkets are combining sto- res, regional distribution centers, and third-party partners to meet demand. However, speed alone is not enough. They must also optimi- ze the digital shopping experience, content, and the checkout process to increase average order size and cus- tomer loyalty. Income and Habits Shape Consumer Behavior Not all consumers shop the same way. Higher-income households are driving online growth and prioritize convenience, speed, and the shop- ping experience. On the other hand, consumers with lower purchasing power seek value: discounts, free delivery, and spending control. This gap necessitates segmen- ted strategies. A one-size-fits-all approach no longer works. T h e B o o m i n O n l i n e G r o c e r y S a l e s AI and Social Commerce Shape the Future The next chapter of online gro- cery sales will be defined by te- chnology. 64% of consumers have alre- ady used artificial intelligence tools, primarily for research and recommendations. At the same time, social commerce is gaining ground, especially among younger ge- nerations, with platforms like TikTok and Instagram beco- ming shopping channels. Even more disruptive is the advance of “agent-based” AI, capable of planning purchases, generating lists, and automati- cally placing orders. Although still in its infancy, this change is inevitable. Supermarkets that integrate channels, invest in speed, and adopt technology will lead the market. Americas Food and Beverage Special Insert