I worked for an online grocery app and most customers were elderly, handicapped, had 8 kids or were small institutions (like group homes) - people with a lot of time at home, but difficulty getting out. From what I saw, online shopping will probably never expand beyond these types of customers for several reasons.
Grocery shopping in a browser UI can be a decent experience but will probably never be as clear and convenient as seeing the actual item, especially for non-prepackaged (meat, fish, produce, floral, etc.)
Convenience - online shopping requires planning ahead and being home in a time window to receive delivery. For the homebound it is no issue, but for most working people it's easier to just stop by the store on the way home.
Grocery shopping in a browser UI can be a decent experience but will probably never be as clear and convenient as seeing the actual item, especially for non-prepackaged (meat, fish, produce, floral, etc.)
Convenience - online shopping requires planning ahead and being home in a time window to receive delivery. For the homebound it is no issue, but for most working people it's easier to just stop by the store on the way home.