Grocery delivery intermediaries like DoorDash and Uber are gaining ground, offering new ways to reach high-intent shoppers. Meanwhile, retailers like Walmart and Amazon continue to lead with strong delivery infrastructure and valuable customer data.

With loyalty programs driving repeat purchases, advertisers can tap into both channels to engage active, purchase-ready audiences.

1. Intermediaries are gaining ground

DoorDash and Uber are steadily growing their market share in the grocery delivery intermediary space.

• In fact, both companies will be among the fastest-growing players in digital grocery—outpacing not only Instacart, but also Walmart and Amazon.

This is likely due to the platforms’ continued expansion of their services and key partnerships.

• DoorDash, for example, has broadened its reach by teaming up with a wide range of regional and family-owned grocery chains like Stew Leonard’s and teamed up with Klarna to offer a buy now, pay later (BNPL) payment option.
• Uber Eats, meanwhile, is deepening its grocery presence in key markets like New York City, where it has partnered with FreshDirect to offer same-day and on-demand grocery delivery.
• Uber Eats also added Family Dollar to its delivery platform, catering to cost-conscious consumers seeking affordable grocery and household staples.

What it means for advertisers: Though they’re growing from a smaller base, delivery intermediaries have a long runway for growth, according to our analyst Blake Droesch.

• Their powerful flywheel models—powered by their core delivery offerings and paid membership programs—can help advertisers reach a large audience of loyal consumers at the point of purchase.

2. But retailers still rule delivery

Despite the rise of intermediaries, most digital grocery sales still flow through retailer-owned platforms, with Walmart, Amazon, and Kroger leading the pack.

These players are doubling down on speed, efficiency, and customer retention to stay competitive.

• Amazon is advancing delivery speed and reliability through a blend of automation, AI, and network integration.
• Walmart is similarly investing in automation, adding over 500,000 square feet of automated capabilities to its facilities and opening five new distribution centers for perishable goods.
• Kroger is also streamlining delivery through its Express Delivery service, which leverages Instacart’s infrastructure to offer delivery within two hours.

What it means for advertisers: The retailers with their own delivery infrastructure have an advantage over others, according to Droesch.

• “Not only does it make delivery faster and cheaper, they get to own the relationship with their customers and use their data to bolster their media networks,” he said.
• This additional data can give advertisers more insight into consumer behavior, which can be used for more targeted messaging.

3. Membership programs boost loyalty

Membership programs like Instacart+, Walmart+, and Dash Pass are more than just delivery perks—they enable marketers to run exclusive promotions and increase purchase frequency among customers.

“Grocery is a very frequent touchpoint, so if you want to solidify customer loyalty, you want your customer to be a grocery customer,” said Droesch.

• In an effort to acquire new members and prove its value to current ones, Walmart hosted its second Walmart+ Week earlier this year, featuring exclusive rewards and deals for members, including free express delivery.
• Instacart lowered the free delivery threshold for Instacart+ members from $35 to $10 to encourage shoppers to return to the platform multiple times a week.

What it means for advertisers: Membership programs create loyal, high-frequency shoppers who are more receptive to targeted ads and exclusive offers. Advertisers can leverage these platforms to run personalized promotions and gain repeated exposure to engaged, purchase-ready audiences.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.