What European shoppers want from grocery technology

Retailers are under pressure to add AI, smart tools and new digital features. But which ones do shoppers actually want?

In new research from IGD, commissioned by Instacart Enterprise, IGD surveyed 5,000 shoppers across the UK, France, Germany, Spain and Italy. It also ran accompanied shops in store and online, and interviewed retail leaders. The result is a clear view of where technology helps, where it doesn’t, and how to sequence investment.

What you’ll learn

• Where shopping breaks down: Friction points from planning to payment that are shaping consumer loyalty.
• Where AI adds value: Shoppers want help with budgets, offers and cheaper alternatives, but most don’t want AI making decisions for them.
• What happens behind the scenes: How retailers are improving stock accuracy, substitutions and fulfilment.
• How the five markets differ: From Italy's in-store preference to the UK’s omnichannel base.
• How to sequence investments: A step-by-step playbook so new tools build on foundations shoppers trust.