• Based on the e-grocery expertise since 2017 and own advanced methodology of digital customer experience, we study feature set along the 8 steps of Customer Journey in the online grocery store (actual experience of the Customer Journey steps and functionality set of 700+ features)
E-Grocery Rating
Spain 2025
based on the research results in scores, it will be defined the best online supermarket in Spain from the Customer Experience perspective.
Result

As an outcome of the research we have the following artefacts:

  • Customer Journey Map with detailed description of existing barriers and advantages
  • Functionality benchmark of the leaders of the e-grocery market
What is Customer Journey and why is it important?

While using the online store to buy everything needed, customers proceed from the main web page of an online supermarket to the Catalog, Product page, Cart, Order steps, etc. All of the steps have their specific aim and value for the customer. Let’s walk through the Customer Journey steps and features presented on the way.
Customer Journey steps
  • 1 step. Onboarding
    has a high impact to create impression to the customer, as it gives the information about store, FAQ, Q&A, provides support, contact options like phone number, messenger or email, availability of the payment methods that are available. To be ready to proceed to purchase, customer should be confident with all the inputs.

    We study 117 features for 1. Onboarding step (Information and support, Contact & Payments options etc.)
  • 2 step. Registration in the Online Store
    a pillar of creating a customer profile in the online store should be very native and easy to perform, and should not contain any complications for the customer as a big number of fields to fill in or extra requirements for the data.

    We study 34 features set for Registration in the Online Store
  • 3 step. Product Catalog
    has a strong value for the customer experience as it’s the main space to see all the product options available, try a lot of features to compare, filter, or sort the list of the products, and use flexible search in order to find the best match to customer needs. The products’ presentation and feature set of the catalog play a major role in the customer’s mind when choosing the store as a constant partner.

    We study 152 features for Product catalog step (Product presentation in Catalog, Sort & Filter, Search options etc.)
  • 4 step. Product Page
    is the place for the customer to know more details about the product chosen from the Product Catalog — photo presentation, full information, see the feedback of other customers, have suggestions of similar products, or access the recipes that can be used to prepare this product.

    We study 151 features for Product Page step (Product photos & Details, Compare & Recommendation, Feedback etc.)
  • 5 & 6 steps. Cart & Order placement
    are the core steps for the customer to make a final decision about the cart content, make some changes as quantity, replace one product with similar etc., and buy the list of the chosen products. These steps should be very informative, clear, and functional.

    We study 137 features for Cart & Order placement step (Summary, Replacement options, Order details etc.)
  • 7 & 8 steps. Profile, Settings & Notifications
    these steps play the role of investment for the future partnership of the customer and the store — if the store designs them in the best way, it will have customer data that will allow it to advise more relevant products, to offer the subscription to the list of the products that customer is interested, setting up the notifications will make the interaction flexible and relevant.

    We study 109 features for Profile, Settings & Notifications steps (Customer Profile, Order history, Preferences, Personalisation etc.)
Demo

For the demo purpose we selected 6 features on the “1.Onboarding” step of a Customer Journey and conducted an analysis of their presence in the top-5 Spanish online grocery stores. Only available and easy-to-find features were taken into consideration.

Based on this data we see that Eroski offers the best set of features for their online customers.
See more detailed article by the link
E-Grocery Rating Spain 2025
MORE INFORMATION
by Customer experience studio Pulse
Customer Experience studio “Pulse” is a boutique consulting agency with a wide vision for Digital Customer Experience. We are a few partners, each one has 15+ of expertise on the intersection of Customer Experience, retail, IT and innovations. We have been performing our research and consulting activity with a focus on the e-grocery area from 2017 and now — bringing it to EU area.

Customer experience studio Pulse is working to evaluate the customer experience in the e-commerce channels — websites, mobile apps, call centers, chats, etc., we are combining it with offline experience as well if needed.
E-Grocery Rating Leaders
  • Nina Nevorotova
    Founder of “Pulse” studio
    Portugal-based specialist with
    8 years of experience
    in e-commerce and digital customer experience research
Our previous research
We are committed to enhancing every step of our clients’ journey, making their experience smoother, more meaningful, and more enjoyable each day.
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