Q-commerce pushes UK shoppers to demand price parity

JOSEPH GABRIEL LAGONSIN

News Editor

Pricer has published UK research on how q-commerce is changing grocery shoppers’ expectations around pricing, loyalty and the in-store experience. The survey covered 1,070 shoppers across the UK.

The findings suggest growing pressure on supermarkets to align prices and promotions across digital and physical channels, as shoppers compare offers more closely and move between retailers.

The study found that 78% of shoppers expect in-store prices to match online prices, while 79% say consistent pricing influences loyalty. Another 66% are frustrated by deals available only through specific channels, indicating less tolerance for fragmented pricing strategies.

Store behaviour also reflects those changes. Nearly half of respondents, 48%, said they check prices online while shopping in-store. The figure was higher among younger and more affluent shoppers, suggesting mobile price checking has become part of the store visit for some groups.

Cost pressures, meanwhile, remain central to grocery buying decisions. The research found that 74% of shoppers actively seek discounts and promotions, while 63% visit multiple stores to secure better prices.

But the data points to a split market rather than a single consumer trend. Price-sensitive shoppers are trading down, switching stores and chasing lower prices, while younger and wealthier consumers place more weight on convenience, personalisation and product transparency.

That divide is also visible in store choice. The survey found that 69% of shoppers look for choice and variety, rising to 82% among higher-income households. It also found that 31% are shopping more at premium supermarkets, a shift driven largely by affluent consumers.

Changing expectations

Pricer linked those shifts to the spread of q-commerce platforms such as Deliveroo, which have moved beyond rapid delivery and increasingly use loyalty schemes, personalised offers and live pricing updates to drive repeat orders.

Finn Wikander, Chief Product Officer at Pricer, said the effect now extends beyond app-based shopping to shape expectations for physical stores. “Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience,” he said.

“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 has normalised the idea that loyalty should be rewarded instantly and consistently.

“Retailers can no longer treat pricing, promotions and loyalty as separate systems.”

In-store technology

The research also examined which in-store technologies shoppers would accept if they saw a clear benefit. More than half, 52%, said they wanted real-time price comparisons at the shelf, while 49% wanted personalised offers while shopping.

Interest in digital tools extended further. Some 41% said they wanted more digital signage in-store, and 25% were interested in electronic shelf labels. Appetite for electronic shelf labels rose to 36% among younger shoppers and 34% among higher-income groups.

Support for technology was not unconditional. The survey found that 61% would back in-store technology if it improved the shopping experience and kept prices low, but shoppers remained cautious about systems that replace staff or make shopping more complicated.

Wikander said retailers do not need to replicate the full q-commerce model, but they do need to respond to the expectations it has created. “Retailers don’t need to become q-commerce platforms,” he said.

“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.”

The survey was conducted on a nationally representative basis and included breakdowns by age, generation and household income.