Grocery DTC ecommerce research 2025

Why would any consumer choose to visit a grocery brand's webstore and buy products online? It sounds like an implausible customer journey, and yet we've found 10 examples of brands who are adding value with their DTC ecommerce site in our Grocery DTC ecommerce research.

Inviqa's free benchmarking report assesses grocery brands against our DTC CX scorecard and highlights how they can attract, engage and convert brand fans, gift buyers and those who want to view an extended range with compelling reasons to head online rather than to a supermarket or online marketplace.

The grocery brands benchmarked in the research are: Cadbury, DASH Water, Godiva, Heinz, Horlicks, M&M's, Minor Figures, Nespresso, Tassimo and teapigs.

This research analyses the brands against the DTC scorecard we developed in 2023 - when we benchmarked the ecommerce stores of 100 consumer brands - and measures how well they perform against what we believe to be best practice for customer experience.

Findings include:

• Grocery brands are doing an excellent job at creating unique products, bundles and personalised products that shoppers can't purchase through other channels - providing a compelling reason to buy direct;

• 60% allow customers to set up subscriptions for products they want to order regularly, and 50% have a loyalty scheme;

• Overall, brands in the Grocery category still have much to improve in terms of their core ecommerce experience, including product discoverability, product information, imagery and online customer service;

• Accessible design and sustainable design were also weaknesses of many brands in the Grocery category.

• The top-scoring brand was Nespresso, followed closely by teapigs, Heinz and Godiva.

Download the report now and get in touch if you are a grocery brand that would like Inviqa to review your ecommerce site against our DTC scorecard.