Fresh, fast, and personal - how Kroger intends to get to the point where e-commerce accounts for a third of total revenue

Kroger’s e-commerce story over the past few years has been an educational one for other retailers as the firm emerged out of the pandemic on a digital high, only to struggle to strike the right omni-channel balance in the post-COVID shopping age.

As it’s sought to get back on the front foot, along the way it has cast aside its high-profile dependence on retail automation specialist Ocado, opting to bolster its own e-commerce focus internally and shifting to localized delivery and fulfillment offerings via the likes of Uber and Instacart rather than pouring billions into robotized distribution centers.

And the thing is, it’s pretty much worked out for the firm. Kroger’s $18 billion e-commerce business tipped into profit earlier this year for the first time. Now the trick is to build on that foundation and maintain its omni-channel leadership now that it has it back.

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