Leading groceries websites worldwide 2023, based on visit share

In December 2023, the website of the American company Kroger was the most visited website in the grocery category worldwide, accounting for three percent of desktop traffic. The food delivery website istacart.com followed with a visit share of 2.62 percent.

A pandemic kick-off

The online grocery delivery market most recently gained traction during the COVID-19 pandemic. Government-mandated lockdowns around the world spurred consumers to look more closely toward no-contact methods of shopping. As a result, shopping for groceries on the internet has become the norm for many. In 2021, Walmart was the leading e-commerce edible grocery retailer globally, followed by Alibaba—both companies are estimated to have generated over 17 billion U.S. dollars in sales. While not far behind Walmart and Alibaba in worldwide sales, Amazon is estimated to remain, by far, the top-selling U.S. online grocery retailer in the next few years.

What Amazon grocery’s future holds

Even with over half of U.S. Americans being familiar with the Amazon Fresh brand, and over one-third using Amazon grocery services in early 2021, the e-commerce giant’s online grocery business is not as overwhelmingly popular outside of North America. For one, Amazon Fresh has yet to fully expand in the European market. Globally, the edible grocery category is estimated to make up 4.2 percent of the company’s sales in 2022, and this figure is expected to drop to 3.6 percent in the coming years. In comparison, Amazon’s sales shares in other categories like electricals and fashion are set to rise.