Evaluating Grocery Delivery Apps: An In-Depth Customer Experience Analysis


Grocery delivery services have become an indispensable part of our daily lives, driven by the growing need for convenience. In this blog, we explore the user experience of the top nine grocery delivery apps: Thrive Market, Publix, Shipt, Instacart, Gopuff, Weee, Wegmans, PC Express, and FreshDirect. Within this analysis, we examined over 20,000 customer reviews from the App Store and Google Play, focusing on overall user experience as measured by oCX, app usability, service quality, and product quality.

Key Takeaways

  • Thrive Market Dominates Overall: Leading the oCX score among all 75 apps in our Online Food Delivery analysis insights, Thrive Market excels in App Usability and Product Quality, ranking second in Service Quality.
  • Publix Excels in Service Quality: Publix outshines competitors with the highest positive sentiment rate in service quality, earning user trust with reliable delivery and excellent customer service.
  • FreshDirect’s Usability Issues: FreshDirect has the lowest usability score, indicating significant issues that need addressing to improve user satisfaction.
  • Weee Needs Comprehensive Improvements: With low scores across all categories, Weee faces significant challenges in meeting customer expectations and requires a complete overhaul to enhance user experience.
  • Superior User Experience in Grocery Delivery: Grocery Delivery apps outperform other subcategories in all key areas, offering a better overall user experience.

General oCX Score

The overall oCX score provides a comprehensive view of the user experience. Thrive Market is the standout leader, not only among grocery delivery apps but across all 75 apps in the report. This high ranking reflects its consistent excellence in usability, service quality, and product quality. Thrive Market is followed by Publix with an oCX score of 34, demonstrating strong performance across various aspects of customer experience. Shipt ranks next with an oCX score of 19, indicating respectable service but with room for improvement. Instacart follows with an oCX score of 13, showing moderate overall performance. Gopuff has an oCX score of 11, reflecting its need to enhance certain areas. Weee has a score of 6, indicating significant challenges in user experience. Wegmans and PC Express both have oCX scores of -9, highlighting notable areas for improvement. FreshDirect trails with an oCX score of -16, signaling substantial issues that need to be addressed.

Grocery Delivery Apps Infographic

App Usability

User-friendliness is critical for any app, and in this category, Thrive Market stands out with a 78% positive sentiment rate. Users appreciate its intuitive design and smooth navigation. Instacart follows, but with a more mixed response, showing a 54% positive sentiment rate. Publix users have expressed significant frustration, with only 45% positive feedback and a high 42% negative sentiment. Shipt, Gopuff, and Wegmans all show similar trends with roughly one-third of users finding the app easy to use, but a substantial portion expressing dissatisfaction. FreshDirect has the lowest usability score, with only 18% positive feedback and a notable 68% negative sentiment, indicating significant issues that need addressing.

Service Quality

When it comes to service quality, Publix is a clear leader. With an impressive 82% positive sentiment rate, users frequently commend its reliable delivery and excellent customer service. Thrive Market also receives high praise, with a 72% positive sentiment, reflecting its commitment to timely deliveries and customer satisfaction. Shipt and Wegmans show respectable performance, with positive feedback in the mid-60s, indicating good service but room for improvement. Instacart and PC Express have more moderate scores, while FreshDirect and Gopuff struggle with higher negative sentiment, suggesting they need to enhance their service standards. Weee has the lowest service quality score, with only 33% positive feedback, indicating significant challenges in meeting customer expectations.

Product Quality

In terms of product quality, Thrive Market leads the pack with an outstanding 95% positive sentiment rate, indicating users are highly satisfied with the products they receive. Shipt follows closely with a 92% positive sentiment, showing strong performance in delivering fresh and accurate orders. Instacart and Publix also receive high marks, with users consistently praising the quality of their groceries. Gopuff and Weee show good performance in this area as well, though not as stellar as the top performers. Wegmans, PC Express, and FreshDirect have lower, but still commendable, scores, indicating room for improvement in ensuring product quality.

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Spring 2024


As the growth rate of the food delivery industry slows, the competition to acquire and retain customers intensifies. To gain an edge, it’s crucial to understand and swiftly respond to customer needs. In the Spring edition of our Food Delivery Industry report, we analyzed the customer needs across 75 food delivery brands, including industry giants like Uber Eats, DoorDash, Grubhub, Domino’s, and Starbucks.


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