eCommerce is a fast-growing and one of the most promising economic sectors of both developed and developing countries. Online grocery stores were among the first market participants to understand the benefits and convenient features of online commerce. The author of this study reviewed major online food retailers and their target markets. They are adults, mostly millennials, young families, and single parents. Male and female genders are equally active in online grocery shopping.
The chosen online grocery retailer is Instacart. You can see the link on the screen. It is worth to mention that the Instacart website was visited about 4 p. m. This online retailer sells not only food products to customers but also other home essentials. As the market analysis shows, Instacart has major competitors, which are such market players as AmazonFresh, Shipt, and FreshDirect.
It can be said that programmers and designers made several correct decisions during the website’s development. The website design adheres to minimalism. The interface is friendly to newcomers.
The color palette is a simple but eye-catching combination of white and green. Images are focusing on the promotion of organic and fresh food and discount products. The front page also contains many partners’ brand logos. However, the Instacart website has one significant drawback. It is that in order for customers to start choosing and buying products, they need to scroll down the front page. For example, AmazonFresh is free from this drawback. All important links are located at the top of the front page. Functional design plays a significant role in online marketing.
Instacart has been found to be a popular online grocery store based on Google and Bing search results. Only in a few cases did Instacart appear on the second search page. It is also worth noting that Instacart is often mentioned in sources and articles related to the topic of online grocery commerce. Time does not affect the trending of Instacart in search engines.
Instacart positions itself as a service that sells organic and fresh food and delivers it faster than any other market player. Instacart market policy ensures that the given value proposition is carried out. The company develops software technologies, makes contacts with all social groups, and improves the overall quality of services.
Instacart’s current competitors can be divided into two categories, namely major and minor. Major competitors are AmazonFresh and Shipt, while minor ones are FreshDirect, Cornershop, and Postmates. It is essential to mention that Instacart and Shipt have gradually replaced AmazonFresh in the online grocery shopping market over the past two years.
Instacart analysis shows that the service wants to create the most comfortable atmosphere for existing and potential customers. They also support modern trends such as healthy eating and staying at home. A more functional interface and an active PR campaign can improve their customers’ shopping experience, increase sales, and improve their image.
Work Cited
Edison. “In Grocery Delivery Apps Market, Instacart Continues to Experience Strongest Growth Trajectory.” Edison Discovers, 2019, Web.
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Mitova, Teodora. “21+ Grocery Shopping Statistics for Every CUSTOMER in 2020.” SpendMeNot, 2020, Web.
Redman, Russel. “Study: Number of online grocery shoppers surges.” Supermarket News, 2019, Web.
Woodward, Curt. “Instacart expands high-tech grocery delivery, with hopes of helping grandma.” The Boston Globe, 2016, Web.