The company announced earlier this month the launch of several new features, including an in-app digital wallet that shows consumers the credits they have available, such as gift cards and rewards benefits. In an interview with PYMNTS, Kiran Chandran, the aggregator’s vice president of product and design, discussed how the marketplace hopes this transparency will encourage shoppers to trade up.

“By seeing it first thing, users are able to better assess the credit they have available, which they then keep top of mind throughout the ordering process,” Chandran said. “For example, a user could open the app, see their available funds and be pleasantly surprised that they have more credit than they originally thought. This might encourage them to add a side to an entree or get a dessert or drink with their meal as well.”

The move comes as, amid economic pressures, consumers tend to make more conservative choices. For instance, the PYMNTS Intelligence study “Connected Dining: Rising Costs Push Consumers Toward Pickup” revealed that 52% of consumers whose most recent restaurant purchase was from a quick-service restaurant (QSR) were more likely to order for pickup versus delivery because of inflation. Plus, 43% of those who had most recently ordered from a restaurant with table service said the same.

Also included in the app changes was a move to make the homepage experience more personalized to the individual user, which comes as shoppers seek tailored shopping experiences but are often disappointed by the ones they are presented with.

According to the PYMNTS Intelligence report “Personalized Offers Are Powerful — but Too Often Off-Base,” based on a survey of over 2,500 U.S. consumers, 83% of consumers expressed interest in receiving personalized offers. Despite this interest, only 44% of consumers who received tailored offers found them highly relevant to their needs.

“By focusing on variables such as user history, time of day and location, we aim to provide recommendations that resonate with the user, getting them through the funnel faster and without the headache of thinking about what they want to order,” Chandran told PYMNTS.

Most consumers do not turn to aggregators in the hopes of spending time discovering new restaurants. Rather, most customers already know what they want to order. PYMNTS Intelligence data showed that 58% have already decided what restaurant they are going to purchase from before logging in to an aggregator most or all of the time.

Overall, the goal of these features is not just to make consumers spend more per order but also to boost customer frequency Chandran said. By making it easier for consumers to see and use their available credits, and by offering more tailored recommendations, Grubhub aims to turn casual users into loyal customers, even in the face of economic challenges.

“What pain points can we solve?” Chandran said. “How can we make ordering easier for them? When you approach updates that way, you undoubtedly increase loyalty since users have a better experience every time, which makes them want to come back.”

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This integration aims to attract new users and boost order frequency, the company said as it released its earnings report. In addition, Instacart is broadening its retail collaborations with new partners such as Sally Beauty and The Home Depot, while also upgrading its Storefront technology to drive growth for these retailers.

In her second-quarter letter to shareholders, CEO Fidji Simo noted Instacart is investing in an “ambitious portfolio of longer-term bets that are starting to show promise and have the ability to unlock new growth opportunities. We already offer the best grocery selection, and now we’ve added hundreds of thousands of restaurants to Instacart through our partnership with Uber Eats. This means customers can get groceries for the week and dinner for the night all from our app.”

Early data, Simo added in the letter, “affirms our belief that restaurants can be incremental to grocery by attracting new customers to our ecosystem and increasing order frequency for existing ones, especially Instacart+ members. We’re also seeing higher average basket sizes for restaurant orders than those on other platforms. Longer term, we believe we can create a flywheel effect where restaurants help grow our grocery orders too.”

To enhance customer convenience, Instacart introduced a $0 delivery option through its new SuperSaver delivery windows, catering to cost-sensitive consumers. The company is also refining its Instacart Business initiative to better serve companies with larger and more frequent orders.

Instacart — which saw its gross transaction volume (GTV) rise 10%, to $8.2 billion in the second quarter — launched eCommerce storefronts for more than 30 new retailers, including regional favorites like Bi-Rite, Coborn’s, and Woodman’s. Additionally, Instacart expanded service offerings with major partners, including EBT SNAP support to four additional large retailers, implementing nationwide pickup and virtual convenience delivery for Albertsons’ largest banners, and extending FoodStorm ordering kiosks pilot to more Sprouts Farmers Market locations.

Technological innovation remains a priority for Instacart, with a focus on its artificial intelligence (AI)-powered Caper Carts. These smart carts, which are being piloted in both the U.S. and Austria, feature digital screens designed to streamline the checkout process and improve the overall shopping experience. Instacart plans to scale this technology to further elevate customer convenience.

In response to growing consumer concerns about grocery costs, Instacart is implementing several affordability measures. These include integrating digital flyers into its app to offer in-store savings and optimizing retailer pricing strategies to provide better deals. The company is also developing more affordable delivery options to encourage broader adoption of grocery delivery services.

On the advertising front, Instacart broadened its capabilities by introducing new ad formats such as Recipes, Occasions, and Bundles, which aim to enhance brand visibility and consumer engagement. The company is also expanding its retail media offerings across platforms like YouTube and Meta, offering a comprehensive advertising solution for consumer-packaged goods (CPG) brands.

Instacart’s growth in its business customer base is marked by new partnerships with HVN Travel Group, PetSmart and Industrious, alongside features tailored to business clients.

“Overall, our business is performing well, and we’re making good progress on new growth initiatives that will set us up as an ever more critical partner to retailers and advertisers,” Simo added in the letter.

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In an effort to invigorate consumer demand during the typically slow summer months, the Just Eat Takeaway.com-owned aggregator has become the latest to announce a summer savings event, with its recently announced two-week “20 Years of Deals” event timed alongside its two-decade anniversary. The event, which kicked off Wednesday (July 17), includes item giveaways from popular quick-service restaurant (QSR) brands such as McDonald’s, Taco Bell and Wendy’s, among others, as well as 20% off discounts from a range of restaurant and retail merchants.

The announcement of these deals follows on DoorDash’s bringing back its annual members-only savings event, “Summer of DashPass,” which began in June and ends Wednesday (July 24), offering different deals for each of the five weeks.

Plus, Target-owned on-demand delivery aggregator Shipt, in addition to being involved in its parent company’s “Target Circle Week,” also had its own “Summer of Savings” event, which ran from mid-June to early July, with deals on grocery, pharmacy and pet supply products, among others.

Economically, the promotions reflect a broader trend of consumers seeking cost savings. With inflation impacting disposable incomes, customers are more price sensitive. In fact, PYMNTS Intelligence’s new study “The Last Transaction: Family Spending Habits Reveal Merchant Opportunities in Retail and Travel,” found that spending is down among retailers’ best customers. At the end of 2022, consumers who are married with children in the household were spending $150 on retail products a month, more than twice the next-biggest spenders (those who are single with children, at $74). Yet by May of this year, that figure was down to $90. Aggregators, recognizing this trend of belt tightening, are tailoring their deals to appeal to budget-conscious consumers, hoping to drive frequency and volume of orders.

Additionally, such initiatives are not merely about driving sales with deal-seeking shoppers. These promotions serve as customer retention strategies in a fiercely competitive market. By offering value through deals, aggregators aim to maintain customer loyalty and deter users from migrating to competitors. PYMNTS Intelligence’s report last year, “Consumer Inflation Sentiment: The False Appeal of Deal-Chasing Consumers,” found that 72% of consumers choose merchants for retail products based on price and discounts, and 67% said the same of merchants for grocery products.

Shipt, particularly, has noted the trend of consumers waiting for times of anticipated deals to make purchases, with Katie Stratton, the company’s chief growth officer, telling PYMNTS in an interview, “In the past year, we’ve seen engagement in our promotions with higher-than-expected volume around popular seasonal moments.”

Grubhub’s entry into the summer savings frenzy underscores the intensifying battle among on-demand delivery aggregators to capture consumer spending during a period of economic uncertainty. As inflation continues to pressure disposable incomes, these companies are leveraging strategically timed promotions to retain customer loyalty and drive order volumes. With shoppers increasingly prioritizing price and discounts, Grubhub, DoorDash, and Shipt are positioning themselves to meet the demands of budget-conscious consumers, aiming to boost engagement and secure a competitive edge in a crowded market.

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DoorDash, for instance, is using customers’ wanderlust to drive enthusiasm for its paid membership program and its subscribers-only seasonal sales event, Summer of DashPass, with the final week kicking off Thursday (July 18). Participants in the event are entered into various weekly sweepstakes, which include several travel prizes.

“Summer is all about exploring new adventures, embracing spontaneity, and making unforgettable memories with loved ones,” DoorDash President and Chief Operating Officer Prabir Adarkar said in a statement.

One sweepstakes entered participants to win a trip to London and (according to People) four tickets to Taylor Swift’s concert therein. Other prizes include a trip to Miami with luxury accommodations for six people and a trip for two people to Bangkok, Beverly Hills, Dubai and Mexico City.

Uber, meanwhile, is expanding its food and beverage business beyond just its Uber Eats vertical into mobility, offering Champagne tours in France in partnership with Champagne houses Perrier-Jouët and G.H. Mumm, dubbed Uber Bubbles. The experience, which accommodates up to four people, costs a flat fee of 200 euros (about $220).

“We are thrilled to partner with Uber this summer to offer riders the chance to discover our Champagne houses via Uber Bubbles,” François-Xavier Morizot, vice president of Champagne for G.H. Mumm and Perrier-Jouët, said in a statement.

Uber also is targeting summer beach- and park-goers with its live location sharing for delivery, announced earlier this year, which enables consumers to order to places where a simple street address may not give enough information.

Also looking to get in on shoppers’ park and poolside spending, Instacart and Shipt are touting their summer offerings. The former has its summer 2024 hub with snacks, ice cream, beverages and foods for the grill, among other products. The latter advertised a range of products such as sunscreen and beach towels in its Summer of Savings members event, from late June to early August.

Plus, Uber, DoorDash, Instacart and Shipt all have travel goods such as suitcases listed on their marketplaces.

These moves come as many consumers plan their summer travels. PYMNTS Intelligence’s “Summer Travel Special Report,” which drew from a survey of more than 2,200 United States consumers, found that 62% plan to get away in the summer months, and 27% plan to take multiple trips.

Plus, consumers with the most cash to burn travel most of all. Three-quarters of those who earn more than $100,000 annually and a similar share of those who do not live paycheck to paycheck are planning to go on, or have gone on, trips this summer.

Moreover, consumers use aggregators more when they are on vacation, per the “Tracking the Impact of Digital Tools on Food Tourism and Travel Preferences” installment of the PYMNTS Intelligence Connected Dining series. The study found that while only 4.4% of consumers used aggregators at home for their most recent restaurant purchases, 16% of consumers always use them when traveling.

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Take, for instance, DoorDash. Earlier this month, the company announced the launch of alcoholic beverage delivery in Maryland, following changes to the law in the state that made doing so possible.

“We’re thrilled to be bringing alcohol delivery to Maryland, providing even more consumers with a convenient, responsible way to enjoy their favorite drinks at home,” Erik Ragotte, the aggregator’s general manager of alcohol and convenience, said in a statement. “Whether it’s locally brewed craft beers or bottles of beloved wines, we hope that this new offering can showcase the best that Maryland has to offer.”

The news came days after Target-owned retail aggregator Shipt announced a partnership with The Save Mart Companies to deliver from more than 170 Save Mart, Lucky California and FoodMaxx stores, including alcoholic beverage delivery from “nearly all” participating locations.

“Our partnership with their three beloved brands offers shoppers convenient, same-day delivery of fresh, value-driven products,” Shipt Chief Growth Officer Katie Stratton said in a statement. “Together, we look forward to the continued expansion of our West Coast footprint.”

In the spring, Uber Eats expanded its partnership with Rite Aid to include alcohol delivery in eight states from nearly 1,000 of the pharmacy retailer’s stores across California, Idaho, Michigan, New York, Ohio, Oregon, Virginia and Washington. At the start of the year, Uber shut down its alcohol-specific delivery marketplace, Drizly, focusing on the selection of its core Uber Eats marketplace.

Expanding alcohol delivery services is not without its challenges. The industry is heavily regulated, with laws varying by state and even by municipality. Aggregators must navigate a complex web of regulations concerning the sale and delivery of alcoholic beverages. This includes obtaining the necessary licenses, adhering to age verification requirements, and complying with restrictions on delivery hours and locations.

Overall, consumers are getting more of their foods and beverages digitally. The 2024 edition of PYMNTS Intelligence’s “How the World Does Digital” report drew on responses from 67,000 consumers across 11 countries that make up approximately half of the world’s gross domestic product, examining their digital behaviors across various parts of their lives. The findings showed that 44% of consumers engage with aggregators at least once a month, and 1 in 4 do so at least weekly. Plus, 40% of consumers go online grocery shopping monthly and 20% do so weekly.

The convenience factor is a key driver behind the expansion of alcohol delivery services. This trend was accelerated by the COVID-19 pandemic, which saw an uptick in online alcohol sales as lockdowns and social distancing measures kept people at home. A PYMNTS Intelligence 2021 survey of nearly 2,000 consumers found that nearly half of consumers who bought alcohol online for same-day delivery were doing so more often than pre-pandemic.

The expansion of alcohol delivery services by aggregators is poised to continue as consumer demand for convenience and variety remains strong. As technology advances and regulatory environments evolve, the potential for growth in this sector is substantial. Aggregators that can successfully navigate the complexities of this market and deliver a seamless, reliable service will be well-positioned to capture a share of the lucrative alcohol retail market.

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A potential combination of meal delivery companies Doordash and Deliveroo was reportedly discussed but rejected in May.

Doordash approached Deliveroo about acquiring that company at that time, but talks between the two firms ended when they couldn’t agree on a valuation, Reuters reported Tuesday (June 25).

There are no talks going on now, according to the report.

The online food delivery sector has seen a slowdown since the pandemic, and that has weighed on Deliveroo’s shares, which have fallen by 68% since their high in August 2021, the report said.

The British company has 180,000 restaurant and retail partners, and a network of 140,000 riders, per the report.

It was reported in 2022 that Doordash considered buying Deliveroo at that time.

In 2021, Doordash acquired its Finnish rival, Wolt, according to the report.

It was reported in May that food delivery platforms have seen more than $20 billion in losses since going public.

Shares in the four biggest, publicly traded U.S./European delivery apps — DoorDash, Delivery Hero, Just Eat Takeaway and Deliveroo — are trading below the peaks they reached during the pandemic.

Back then, those companies were fueled by growth during the lockdown; now they find themselves grappling with a cutback in consumer spending.

DoorDash is among the same-day delivery aggregators that continue to look for everyday categories to drive usage, leading them to step up their grocery presence.

For example, DoorDash partnered with Aldi on a promotion in which consumers who order meat or seafood are entered to win a $250 credit to get a private chef to prepare their order.

In another effort to make its grocery offerings more accessible, DoorDash announced a partnership with Forage to expand Supplemental Nutrition Assistance Program (SNAP) Electronic Benefits Transfer (EBT) acceptance on its marketplace.

Similarly, Deliveroo has been pushing past its restaurant roots. The company has been growing its retail offering and its advertising business alongside its restaurant and grocery businesses.

The firm launched Deliveroo Shopping in November, enabling customers to order retail items such as electronics and toys, and has indicated plans to expand into other categories like pharmacy, home care and pet care.

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With this approval, the digital financial services provider can start onboarding new merchants to its platform, PayU said in a Tuesday (April 23) press release emailed to PYMNTS. 

“This license is pivotal in our mission to establish a globally renowned digital payment infrastructure rooted in India,” Anirban Mukherjee, CEO of PayU, said in the release. “Aligned with the government’s Digital India initiative and the RBI’s forward-thinking regulations, we are dedicated to driving digitization and financial inclusion, particularly for small merchants.”

Mukherjee attributed PayU’s receipt of in-principle authorization to the company’s focus on compliance and corporate governance, per the release.

Businesses across sectors and of different sizes have expressed interest in joining PayU’s platform, the release said.

PayU Payments operates businesses that are regulated by the RBI and offers digital payment solutions for the Indian market, according to the release. The company aims to serve eCommerce brands, banks and consumers.

“The RBI’s in-principle approval underpins the company’s mission to build a world-leading digital payment infrastructure that originates from India, for India and the world, accelerating its next growth phase in India,” the press release said.

In another expansion of its services, PayU said in September that it partnered with Meta-owned messaging app WhatsApp to bring in-chat payments to India.

The company said at the time that this partnership would provide WhatsApp-enabled PayU merchants with access to the PayU Checkout platform, which lets customers use more than 150 payment options, including cards, Unified Payments Interface (UPI) and net banking, directly within the WhatsApp platform, with no need for redirection.

Also in September, PayU India introduced new tools to help businesses address various challenges like cart abandonment and scalability troubles.

The company’s CommercePro stack contains features designed to increase conversions by making payments easier, provide data insights about consumers to promote customer acquisition, and deliver artificial intelligence (AI)-powered recommendations to enhance cross-selling, upselling and personalized customer interactions.

“This comprehensive toolkit, fueled by Indian innovation and technology built out of India, addresses real world pain points with new avenues for success,” Manas Mishra, chief product officer at PayU, said in a press release announcing the launch of the tools.

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Take, for instance, nutritional supplements, which many shoppers consume daily. On Thursday (Apr. 4), Uber announced Thursday (April 4) a partnership with The Vitamin Shoppe to make the health and wellness retailer’s products available on the Uber Eats marketplace.

“Nutrition needs are personal and often urgent,” Beryl Sanders, director of U.S. grocery and retail partnerships at Uber, said in a statement. “That’s one of the reasons we’re most excited to bring The Vitamin Shoppe onto Uber Eats to help consumers find what they need on the app with a few taps — from vitamins and supplements to sports nutrition and on-the-go healthy snacks and drinks — and have it delivered to their doorsteps within hours, if not minutes.”

DoorDash, too, is expanding in consumable categories such as beauty, with many consumers going through skincare and cosmetics products regularly. The aggregator announced last month the addition of a range of beauty merchants to its platform, partnering with Sally Beauty and MAC Cosmetics and expanding its existing partnership with Sephora.

“Consumers come to us today for a need-it-now use case,” Fuad Hannon, the aggregator’s vice president of new verticals, told PYMNTS last month. “‘I’m out of mascara. I’m out of lipstick. How can I get it delivered?’ And the core of DoorDash’s platform has been an on-demand 30-minute delivery… We’re really excited about what beauty offers our consumers in terms of beginning to think about DoorDash for not just consumption categories like grocery or alcohol or restaurants, but increasingly non-consumption categories.”

In February, the aggregator expanded its presence in another consumable category, pet food, announcing a same-day delivery partnership with Pet Supplies Plus, the United States’ largest independent pet retailer, to deliver on demand from 720 of the chain’s stores.

With additions of this kind, aggregators can attract a wider customer base and increase revenue streams. Diversification also reduces the risk associated with dependency on a single vertical.

Plus, entering new verticals enables on-demand delivery aggregators to tap into additional markets. For instance, branching into pet supply delivery can attract pet parents who may not have previously used the platform for their own food needs.

Additionally, on-demand delivery aggregators’ fleets of delivery drivers and technology infrastructures can be costly to maintain. Expanding into new verticals allows these companies to maximize these resources, improving profitability. For example, during off-peak hours for food delivery, drivers can be deployed for cosmetics or vitamin deliveries, optimizing their productivity.

Many shoppers seek digital convenience. PYMNTS Intelligence’s “2024 Global Digital Shopping Index: U.S. Edition ” was created in collaboration with Visa Acceptance Solutions and drew from a survey of more than 2,400 U.S. consumers. It found that more than 1 in 4 shoppers prefers to make purchases via digital channels with no interaction with physical stores. Plus, U.S. consumers rely highly on a range of digital features, with 85% using multiple features regularly.

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The aggregator announced Thursday (March 7) the launch of the feature for “meet outside” or “meet at door” orders, which shares customers’ live locations with the courier when their order is three minutes away and they are within 100 meters of the drop-off site. Consumers can choose to opt out.

The company noted that 10% of delivery orders are categorized as hard to find, and 1 in 5 customers say that within the previous three months, a courier has had a difficult time finding them. The feature is meant for delivery to places such as parks, sprawling apartment complexes and campuses, where a simple street address may not give enough information.

Uber Eats is not the only delivery provider to note the need for such a solution. Last June, Domino’s launched Pinpoint Delivery, enabling consumers to order delivery to pinned locations for similar occasions — parks, beaches, etc.

Back in 2019, convenience retail giant 7-Eleven announced the launch of 7NOW Pins on its 7NOW delivery app, a similar feature. The app’s latest Apple App Store description shows that the option is still available, implying that the capability has proven both to be effective and to meet sufficient demand.

Uber’s announcement comes as aggregators compete to offer the most frictionless ordering and fulfillment experiences for consumers. Over the summer, DoorDash, for its part, the United States’ leading aggregator, announced an app update that included new features such as a universal search bar, a browse tab, a grocery tab, a retail tab and the option to keep multiple carts going at once. These features are meant to make using the digital platform easier and more convenient for consumers.

Having easy-to-use digital platforms can be key to maintaining consumer loyalty, according to the PYMNTS Intelligence study “The Online Features Driving Consumers to Shop With Brands, Retailers or Marketplaces. The study, which drew from a survey of more than 3,500 U.S. consumers, revealed that 40% of consumers consider how easy to navigate a given merchant’s online store is when deciding where to shop.

The third-most popular U.S. aggregator Grubhub, for its part, has been less active in its pursuit of innovation as its parent company, Just Eat Takeaway, continues to look for buyers, but the company shared in its earnings report last week that it is looking to improve its competitive standing through means including a “a continued push in new verticals.”

The battle for aggregator customers’ loyalty is highly competitive, as 2023 research from PYMNTS Intelligence’s Connected Dining series found that just 1 in 20 restaurant orders is placed with a third-party delivery marketplace. The same series of reports found that as of June, 74% of aggregator customers reported having made purchases via DoorDash, 50% said the same of Uber Eats and 37% of Grubhub.

In a landscape where on-demand delivery aggregators strive to provide the most convenient experiences to drive loyalty and engagement, Uber Eats’ introduction of live location sharing marks the latest step toward enhancing customer satisfaction and boosting ease of use.

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But the recent filing of Thrasio Holdings for Chapter 11 this week points to how Amazon aggregators have been facing a reckoning that would have seemed unimaginable during the halcyon days of eCommerce dominance.

At a high level, the aggregators are built on the premise of acquiring private-label sellers that have been visible, successful and growing via Amazon.

In many cases, the platform may have been the key way these smaller storefronts were gaining sales. Selling a business to Amazon in the past couple of years, especially during COVID-19, might have seen like a way to cash in on the rise of digital-only shopping. For the aggregators, the post-acquisition endeavor is one where they seek to optimize operations — and in some cases, branch onto other platforms.

But fortunes have changed rapidly, given the fact that the aggregators sector had raised $6 billion in 2021, according to CB Insights, and funding plummeted by 88% in the next year. Thrasio’s bankruptcy had been on the table as recently as late 2023. Benitago Group filed for bankruptcy last year, and Apollo had sought a buyer for its aggregator Perch.

As funding dries up, and as macro pressures confront the aggregators, the debt and obligations have become more onerous than the companies can bear. And the operating costs are considerable, given the fact that the aggregators had helped with everything from renegotiating vendor contracts to improving supply chains to helping the acquired firms become direct-to-consumer enterprises. Thrasio has sought to restructure roughly $500 million in debt and obtain about $90 million in new financing.   

What Changed 

The growth of eCommerce hit some headwinds. And indeed, as PYMNTS Intelligence data has shown, eCommerce as a percentage of overall sales has remained fairly constant, in the 14%-15% range, though commerce itself has grown. At the end of the year, eCommerce sales growth was about 2%.

The return of Click and Mortar shopping has been a factor. So has some of the pivoting toward spending money on travel and experiences, which steers away some of the funds that otherwise would have been spent on goods.

Amazon, as PYMNTS has noted, has been building its third-party seller ecosystem, broadening fulfillment, logistics and even advertising, including getting Buy with Prime more fully present in an off-premise setting.

The company said this week that third-party sellers are responsible for 60% of its eCommerce sales. In the latest quarter, and as relayed in earnings materials, third-party seller services were up 20%, and advertising sales gained 23%. By offering the end-to-end solutions that help these firms scale, the urge to jump to an aggregator may be tempered … and Thrasio’s Chapter 11 may wind up being part of a procession of restructurings and bankruptcies.

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