The findings offer crucial insights for anyone relying on online grocery services, whether you prefer doorstep delivery or quick curbside options. Understanding what these retailers do right, and where others fall short, can help you choose the best shopping method for your household.
Target Wins Delivery, Safeway Dominates Pickup
The 2026 Channel Check-In study combined surveys of more than 1,200 online grocery shoppers with mystery shopping visits to evaluate the complete customer experience. Target earned the highest overall marks for grocery delivery performance, while Safeway ranked first for curbside pickup services.
This split result highlights an important lesson for shoppers: excellence in one area does not guarantee strength in another. Retailers must execute well across multiple channels to truly earn customer loyalty. Your preferred method of shopping should influence which retailer you trust with your grocery orders.
What Drives Your Shopping Choices
The research uncovered several factors that matter most when shoppers decide between delivery and pickup. Nearly six in 10 online grocery customers also shop in physical stores, meaning the digital experience directly impacts whether they remain loyal to a brand across all channels.
This connected shopping behavior reveals that price transparency remains critical to consumer satisfaction. At least one in three shoppers would abandon their online order at checkout if they encounter unexpected fees, discover prices that are higher than in-store rates, or face steep delivery charges. The hidden costs that appear only during the final transaction stage drive away significant numbers of potential customers.
Accuracy, quality, security, and reliable fulfillment also rank among the top priorities. Shoppers want to receive exactly what they ordered, in good condition, and when promised. These basics form the foundation of customer trust.
Online Spending Equals or Exceeds In Store
A significant finding challenges common assumptions about online grocery shopping. Among customers who shop both online and in stores, 37 percent spend the same amount through both channels, while 27 percent actually spend more when ordering online.
This data suggests that online grocery is no longer a supplementary or budget-conscious option. Many households integrate digital ordering into their primary shopping strategy and invest substantial dollars through these platforms. Retailers who fail to deliver excellence in their online ordering experience risk losing customers with significant purchasing power.
What Safeway and Target Do Right
Safeway’s leadership in curbside pickup reflects strength in order accuracy and speed of service. Customers appreciate being able to place an order online, drive to their local store, and have groceries loaded into their vehicle without stepping inside. This convenience appeals to busy families, parents with young children, and anyone seeking to minimize shopping time.
Target’s delivery excellence likely stems from tight integration with its broader retail network and logistics infrastructure. The company has invested heavily in same-day and next-day grocery delivery, leveraging its store locations to serve customers efficiently across diverse neighborhoods and regions.
Key Takeaways for Your Shopping Strategy
If you rely on grocery delivery, Target warrants serious consideration based on these findings. If curbside pickup fits your lifestyle better, Safeway has proven its ability to execute this service at a high level. However, success in one channel does not mean you should assume similar performance in another service type.
Always check pricing before checkout, especially comparing online prices to in-store rates. Watch for hidden fees that may not appear until the final step of placing your order. Confirm delivery windows and pickup times match your schedule.
The research demonstrates that online grocery shopping has become a cornerstone of how American families stock their kitchens. These services are no longer optional conveniences but major parts of how millions of households feed themselves. Choosing retailers with proven track records in your preferred format directly impacts both your wallet and your overall satisfaction with the shopping experience.
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