The digital transformation of grocery is a global phenomenon, but its trajectory and impact are deeply shaped by regional realities. From the rapid rise of mobile commerce in Asia-Pacific (APAC) to the omnichannel sophistication of North America and the data privacy-driven innovation in Europe, each region presents unique challenges and opportunities. Understanding these differences is essential for grocery retailers and brands seeking to thrive in a fast-evolving landscape—and it’s where Publicis Sapient, in partnership with Salesforce, delivers tailored solutions that drive measurable value.
In North America, the grocery sector has experienced a dramatic shift. What was once a marginal digital channel—accounting for just 2-3% of sales—has surged to 12-15%, fundamentally altering the industry’s economics and consumer expectations. This rapid growth has brought profitability challenges to the fore, as digital grocery is less profitable than traditional brick-and-mortar due to higher fulfillment and last-mile delivery costs.
To address these challenges, North American grocers are investing in automation, micro-fulfillment centers, and a range of fulfillment options, including curbside pickup and buy-online-pickup-in-store (BOPIS). The focus is on creating a seamless omnichannel experience, where customers can move fluidly between digital and physical touchpoints. Today’s shoppers expect to manage lists, access real-time inventory, and enjoy convenient payment options—whether online or in-store.
Publicis Sapient and Salesforce have enabled leading North American grocers to bring digital capabilities in-house, leveraging the full Salesforce stack—Commerce Cloud, Marketing Cloud, and Customer Data Platform (CDP)—to unify customer data, personalize experiences, and optimize operations. AI-driven recommendations (like Salesforce Einstein) help recapture the serendipity of in-store discovery, while integrated loyalty programs and targeted communications drive repeat engagement and higher customer lifetime value.
Europe’s grocery transformation is shaped by a sophisticated regulatory environment, particularly around data privacy and consumer protection. The General Data Protection Regulation (GDPR) sets a high bar for how customer data is collected, stored, and used, requiring grocers to be transparent and secure in their digital strategies.
Despite these constraints, European grocers are innovating rapidly. The focus is on building trust through transparent data practices and delivering value in exchange for data sharing. Advanced CDPs and AI-powered personalization engines enable grocers to unify data across channels, segment shoppers, and deliver relevant offers—while respecting privacy mandates.
Omnichannel fulfillment is also a priority, with European retailers investing in click-and-collect, home delivery, and dark stores to meet evolving consumer preferences. Publicis Sapient has supported major European grocers in modernizing their digital and supply chain operations, resulting in significant improvements in order picking efficiency and incremental e-commerce revenue. By integrating Salesforce solutions, these grocers can offer endless aisle experiences, personalized promotions, and frictionless returns, all while maintaining compliance with stringent data regulations.
The APAC region stands out for its rapid mobile adoption and the centrality of social commerce in the grocery journey. In markets like China and Southeast Asia, mobile devices are the primary gateway to grocery shopping, with consumers embracing super-apps, digital wallets, and social platforms for everything from product discovery to payment.
This mobile-first reality demands agile, scalable digital solutions. Grocers in APAC are leveraging Salesforce Commerce Cloud and Marketing Cloud to deliver personalized, mobile-optimized experiences that meet consumers where they are. Integration with leading social platforms—such as TikTok and Meta—enables direct purchasing, advanced targeting, and real-time analytics, driving both engagement and conversion.
Publicis Sapient’s expertise in headless and composable commerce architectures ensures that APAC grocers can rapidly adapt to changing consumer behaviors and technology trends. By syncing product catalogs across platforms and harnessing AI for tailored recommendations, grocers can tap into the impulse-driven nature of social shopping and unlock new growth opportunities.
While the drivers of digital grocery transformation are universal—convenience, personalization, and operational efficiency—the path to success is region-specific. Publicis Sapient and Salesforce bring a deep understanding of these nuances, offering:
Across regions, Publicis Sapient and Salesforce have delivered measurable results:
The future of grocery is not about choosing between digital and physical, but about creating a connected, shopper-first journey that reflects regional realities. By partnering with Publicis Sapient and Salesforce, grocers can:
Ready to navigate the complexities of digital grocery transformation in your region? Connect with Publicis Sapient to discover how our global expertise and local insight can help you deliver unified, personalized, and profitable grocery experiences—wherever you operate.