The rapid rise of Q-commerce platforms such as Deliveroo is reshaping how UK shoppers think about grocery shopping, pricing and loyalty, and raising the bar for in-store experiences, according to new research from Pricer.
The study of 1,000 UK grocery shoppers reveals a market under pressure from rising costs but increasingly influenced by digital convenience and personalised experiences typically associated with rapid delivery platforms.
While Q-commerce has grown by embedding loyalty schemes, personalised offers and frictionless pricing into the shopping journey, traditional grocery retailers risk losing ground if they fail to match these expectations in-store.
“Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience,” said Finn Wikander, chief product officer at Pricer. “Shoppers are now used to personalised pricing, real-time promotions and seamless loyalty integration. They increasingly expect the same level of transparency and responsiveness when they walk into a physical store.”
Q-commerce platforms have rapidly evolved from convenience services into sophisticated engagement channels, often integrating retailer loyalty programmes directly into their apps to drive repeat usage and basket size.
Pricer’s research suggests these expectations are now feeding back into in-store behaviour. 78% of shoppers expect in-store prices to match online, while 79% say consistent pricing drives loyalty. 66% are frustrated by channel-exclusive deals, highlighting growing resistance to fragmented pricing strategies, while nearly half (48%) check prices online while shopping in-store, rising sharply among younger and affluent shoppers. At the same time, 74% actively seek out discounts and promotions, reinforcing the importance of dynamic, relevant pricing across all channels.
“Q-commerce has normalised the idea that loyalty should be rewarded instantly and consistently,” added Wikander. “Retailers can no longer treat pricing, promotions and loyalty as separate systems.”
The research highlights a widening divide in shopper behaviour. Price-sensitive shoppers are trading down, switching stores and chasing discounts. Affluent and younger shoppers are prioritising convenience, personalisation and product transparency. This “two-speed” market mirrors the dual appeal of Q-commerce: affordability for some, premium convenience for others.
The research shows that 63% of shoppers now visit multiple stores to secure better prices, 69% look for choice and variety, rising to 82% among higher-income households and 31% are shopping more at premium supermarkets, driven almost entirely by affluent consumers
The research shows a growing appetite for in-store technologies that replicate digital convenience. 52% want real-time price comparisons at the shelf while 49% want personalised offers while shopping. 41% want more digital signage in-store and 25% are interested in electronic shelf labels, rising to 36% among younger shoppers and 34% among high-income groups.
However, adoption depends on clear benefits; 61% support in-store technology if it improves experience and keeps prices low. At the same time, shoppers remain wary of technology that replaces staff or adds complexity.
“Retailers don’t need to become Q-commerce platforms,” commented Wikander. “But they do need to bring the same immediacy, accuracy and relevance into the store. That’s where technologies like electronic shelf labels come in, enabling real-time pricing, consistent promotions and better communication at the shelf edge.”
