Online grocery is shifting from a focus on having enough capacity to building the right capacity as consumer behavior evolves. Many shoppers continue to buy the same brands online as they do in stores, but loyalty varies widely, and a significant share of regular online grocery shoppers now use multiple platforms. This fragmentation means demand is spread across sites rather than concentrated in one channel. After rapidly expanding fulfillment infrastructure, grocers must now better align capacity with shopper preferences, balancing brand loyalty, platform switching, and order patterns to create more efficient, flexible, and customer‑centric online grocery operations.

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