DoorDash, a leading local commerce platform with over 32 million monthly users, has released a report based on a survey of 1,200+ DoorDash customers, shedding light on shifts in consumer purchasing behaviors for grocery, household, personal care, pet care, and alcohol products or consumables. The report highlights opportunities for brands to capitalize on the evolving consumer demand for convenience and quick delivery. DoorDash also unveiled new advertising and promotion capabilities to help brands align with changing preferences in a fast-growing digital commerce landscape.
Toby Espinosa, VP of Ads at DoorDash, emphasized the exponential growth of on-demand digital commerce and the significant shifts in consumer shopping habits. He stated, “How they discover, interact and engage with brands has changed dramatically over the last few years, so brands and advertisers need to shift their approach, too.”
Key findings from the report include:
- Rapid Changes in Consumables Purchases: The survey revealed that 62% of respondents are ordering consumables online more than they did the previous year. Furthermore, 81% of respondents reported purchasing consumables through third-party apps/websites like DoorDash in the past month.
- Importance of Speed and Convenience: The top priorities for consumers when shopping online for consumables are convenience (74%), ease of use (48%), and speed (46%). DoorDash offers an average delivery time of around 33 minutes for grocery and convenience items.
- Impulse Buys: A significant portion of consumers (60%) is “somewhat or very likely” to make impulse purchases of new products while browsing online, driven by last-minute needs and the desire to treat themselves.
- Evolving Advertising on Third-Party Apps: Consumers are open to discovering new brands through advertisements and promotions, provided they don’t feel intrusive. The report showed that 73% of DoorDash consumers who purchased an ad or promotion in the past 30 days did not perceive it as a typical advertisement.
Kirk McDonald, North America CEO of GroupM, a leading media investment company, highlighted that DoorDash’s retail media network advertising provides an opportunity to reach target audiences with relevant and non-intrusive advertising.
DoorDash has proven to be highly incremental to grocery and convenience enterprise partners, capturing new consumer occasions. In Q2 2023, DoorDash welcomed a substantial number of customers who were new to placing convenience, grocery, and alcohol orders.
To assist consumer packaged goods (CPG) brands in connecting with digital commerce customers directly at the point of purchase, DoorDash has expanded its advertising capabilities with new ad formats, reporting types, keyword targeting, and item-level promotions. These tools enable brands to engage with consumers throughout their purchasing journey and acquire new customers effectively.
Toby Espinosa, VP of Ads at DoorDash, emphasized that DoorDash’s multi-category momentum and scale offer advertisers a unique opportunity to connect with high-intent audiences, driving efficiency and business growth.
This report and the accompanying advertising features aim to help brands adapt to changing consumer preferences and tap into the growing on-demand digital commerce sector.