Omni Talk Retail Why 19% Changes Everything for Grocers | Fast Five Shorts
Feb 7, 2026
Jon Malankar, A&M retail operator focused on local-market playbooks, and Ken Cochran, retail strategist experienced in e-commerce and fulfillment. They unpack grocery hitting 19% online penetration. They discuss curbside economics, fulfillment pain points, regional grocers’ digital must-haves, and whether doubling down locally or partnering with delivery platforms is the smarter move.
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E‑Grocery Hit A Major Inflection
- Grocery ecommerce quietly reached 19% penetration in December 2025 with $12.7B in sales and strong year-over growth.
- Amazon's same-day fresh delivery notably boosted ship-to-home AOV and overall online grocery share.
Make Delivery And App Table Stakes
- Do invest in a strong app and shoppability solution and offer home delivery or partners for it.
- Find partners instead of building all delivery tech in-house to avoid costly mistakes like large DC investments.
20% Is A Dangerous Tipping Point
- Crossing ~20% online share has historically been an industry inflection tied to store closures and financial stress.
- Cannibalization matters because losing basket items like raspberries undermines store economics.