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Fresh Produce Drives Online Grocery Growth, Fusion Study Finds

Fusion study: 62% of online grocery shoppers say fresh produce drives their digital orders. Packaging, freshness guarantees key to building trust.

This news matters because it signals a fundamental shift in consumer behavior: fresh produce, once a barrier to online grocery adoption due to freshness and quality concerns, has become a primary driver of digital grocery shopping. As online grocery sales continue to climb, the findings show that shoppers are increasingly confident in selecting produce remotely, which opens new opportunities for retailers, produce brands, and commodity boards to invest in packaging innovation, transparency, and mobile-first digital merchandising. With Amazon already expanding same-day fresh delivery to thousands of cities, the competitive landscape is rapidly evolving. Companies that address packaging durability, freshness guarantees, and clear product information will earn shopper trust and capture a growing share of the digital grocery basket. Ultimately, this research highlights that the future of grocery is omnichannel, and produce will play a central role in defining success in e-commerce.