Target and Safeway Led Grocery Retail Performance in 2026
A new industry study identified market leaders in grocery delivery and curbside pickup options across the nation.
Updated on Oct. 7, 2026 in Shopping — General
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Target emerged as the top-performing retailer for grocery delivery, while Safeway secured the lead for curbside pickup in 2026. These findings were published in the Channel Check-In Grocery eCommerce Study conducted by Ipsos North America.
Why it matters
Retailers that prioritize accurate order fulfillment, transparent pricing, and reliable execution cultivate significant consumer trust and long-term brand loyalty. Understanding these performance metrics provides insight into the strategies driving success in the competitive online grocery space.
The study included 1,423 mystery shops and polled 1,236 online grocery shoppers. Among hybrid shoppers, 60% also frequent physical stores, with 37% spending the same amount in both channels and 27% spending more online.
The players
Target
Target is a major American big-box department store chain that offers a wide variety of household goods, electronics, and groceries.
Safeway
Safeway is a large supermarket chain operating in the United States that provides food and pharmacy services to local communities.
Ipsos North America
Ipsos North America is a global market research and consulting firm that specializes in consumer behavior and brand performance metrics.
The details
The analysis utilized the iShopForIpsos mystery shopping practice to evaluate retailer performance across North America. The research highlights the critical role of consistent service standards in maintaining the loyalty of hybrid consumers who move fluidly between digital and physical shopping environments.
Timeline
The Channel Check-In Grocery eCommerce Study was published in 2026.
Culture Shift
This study illustrates the broader transition where modern consumers view physical and digital storefronts as a singular, unified shopping experience. It marks a significant shift in retail strategy from channel-specific competition to integrated omnichannel service models.
Consumers can leverage these insights to anticipate better service reliability when choosing between delivery or pickup options at their local stores. Recognizing that many shoppers successfully split their budgets across channels may help households better manage their grocery spending habits.
The takeaway
Retailers that master both digital convenience and in-store execution are the most successful at retaining today's hybrid shopper. Shoppers can improve their own efficiency by comparing delivery versus pickup performance metrics at their preferred local retailers.
Further reading
For additional context on the evolving retail landscape, explore more coverage in our Shopping — General section.
Source note: This article includes information reported by Retail Customer Experience.
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Do you find that online grocery services are improving your overall shopping experience?
