Pricer research flags rise of quick commerce and its impact on shoppers and pricing and loyalty attitudes

The rapid rise of Q-commerce platforms such as Deliveroo is reshaping how UK shoppers think about grocery shopping, pricing and loyalty, and raising the bar for in-store experiences, according to new research from Pricer.

Its study of 1,000 UK grocery shoppers reveals a market under pressure from rising costs but increasingly influenced by digital convenience and personalised experiences typically associated with rapid delivery platforms.

While Q-commerce has grown by embedding loyalty schemes, personalised offers and frictionless pricing into the shopping journey, traditional grocery retailers risk losing ground if they fail to match these expectations in-store.

“Q-commerce is changing where people shop, but more importantly what they expect from every shopping experience,” says Finn Wikander, Chief Product Officer at Pricer. “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.”

78% of shoppers expect in-store prices to match online, while 79% say consistent pricing drives loyalty. 66% are frustrated by channel exclusive deals, while 48% check prices online while shopping in-store, rising sharply among younger and affluent shoppers. At the same time, 74% actively seek out discounts and promotions.

“Q-commerce has normalised the idea that loyalty should be rewarded instantly and consistently,” says Wikander. “Retailers can no longer treat pricing, promotions and loyalty as separate systems.”

The research highlights a widening divide in shopper behaviour. Price-sensitive shoppers are trading down, switching stores and chasing discounts. Affluent and younger shoppers are prioritising convenience, personalisation and product transparency. This “two-speed” market mirrors the dual appeal of Q-commerce: affordability for some, premium convenience for others.

The research shows that 63% of shoppers now visit multiple stores to secure better prices, 69% look for choice and variety, rising to 82% among higher-income households and 31% are shopping more at premium supermarkets, driven almost entirely by affluent consumers 

There is also a growing appetite for in-store technologies that replicate digital convenience. 52% want real-time price comparisons at the shelf while 49% want personalised offers while shopping. 41% want more digital signage in-store and 25% are interested in electronic shelf labels, rising to 36% among younger shoppers and 34% among high income groups.

However, adoption depends on clear benefits; 61% support in-store technology if it improves experience and keeps prices low. At the same time, shoppers remain wary of technology that replaces staff or adds complexity.

“Retailers don’t need to become Q-commerce platforms,” says Wikander. “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.”

2026 RTIH Innovation Awards

Quick commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.