Grocery retailer apps: popularity on the rise

Mobile services such as discounts, shopping lists, digital receipts or online orders are compelling

20/03/2025

by Julia Pott

Woman in the supermarket scans the label of a ketchup bottle with her smartphone; Copyright: Adobe Express

Whether it's the search for the cheapest muesli or the receipt from the last bulk purchase, whether you use the practical coupon or the personal shopping list, grocery retailer apps offer a lot – and are therefore very popular with consumers. This is shown by a recent study by the digital association Bitkom.

More than 1,100 people in Germany who use the internet or a smartphone were surveyed for the study. At least one app from a food retailer was found on the smartphones of 72% of these study participants. A significant increase: in the previous year, this figure was 58%.

More and more food retail apps on customers' smartphones

Not only the prevalence, but also the number of apps used is increasing. On average, there are currently four grocery retailer apps on the smartphones of those surveyed. This compares to three in the previous year. Only 16% of users limit themselves to a single app. One in five people (19%) use two or three apps, almost one in three (29%) even four to five. Six or more grocery retailer apps are found on the smartphone of 16% of users.

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Discounts, digital brochures and loyalty cards most popular

The apps are used particularly frequently, namely by 81% of respondents, for discounts and coupons. Two thirds (66%) access online brochures or use digital loyalty cards and loyalty programs. Digital receipts have already been used by 60 percent. According to Nastassja Hofmann, Retail Consultant at Bitkom, customers appreciate the fact that they can easily find receipts in the event of an exchange or complaint: “Even though the food retail sector is still very much a brick-and-mortar business, digital services like these help to make shopping more convenient and modern overall.”

Digital app services strengthen customer loyalty

In addition to discounts and brochures, the apps offer other useful functions: 45% of users take part in competitions via the apps, 34% find out about store locations or opening hours. Shopping lists are created in the apps by 28% of respondents, and 20% call up recipes. Online orders with home delivery have already been used by 19%.

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Mobile shopping via app in grocery retail

Brick-and-mortar retailers can also benefit from using the app by providing additional digital services. 18% of respondents have already used the integrated payment function, while 14% use the app to receive reminders about offers. Pre-orders or deliveries to local stores were used by 13%, as were product ratings and reviews. So far, 7% of users have used customer support via the app.

Someone checks a shopping list in front of a shelf of bananas and tomatoes; Copyright: Adobe Express

Online food retail: a fledgling success story?

While e-commerce in the food retail sector is only slowly gaining momentum, apps offer an effective way to inspire customers online. In recent years, grocery retailers such as Kroger, Aldi, Walmart or Albertsons have significantly expanded their mobile activities. They are focusing on strengthening their brands and building long-term customer relationships through digital services and exclusive benefits.

To be successful with the mobile app, however, it must meet the high customer expectations of the user experience. According to a study by Dynata, almost half of users want an improved mobile customer journey in the grocery app. The user experience in a retailer's app can be decisive here: More than half of respondents prefer to shop at a grocery retailer with an app. Consumers want a real-time product availability display (58%) and exclusive discounts and vouchers (47%).

Sources: Press release Bitkom (German), Chain Store Age article