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Online Grocery Shopping: A Glimpse into the Iranian Market
This Foodex Iran study examines how Iranian consumers purchase groceries, why in-store shopping remains dominant, and what drives or prevents the adoption of online grocery shopping. Based on approximately 2,000 participants, the report explores shopping preferences, perceived barriers, user experience, product categories, and the key factors that could accelerate the growth of online grocery retail in Iran.
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September 15, 2026
About this report
About the Report
Online Grocery Shopping: A Glimpse into the Iranian Market is a Foodex Iran consumer research study examining the ongoing shift between traditional and digital grocery purchasing in Iran.
Based on approximately 2,000 participants, the report explores shopping-channel preferences, motivations for online and in-store purchasing, perceived barriers, actual online-shopping experiences, product categories, and factors that could influence future adoption.
In-Store Shopping Still Dominates
The study finds that physical stores remain the dominant grocery-shopping channel in Iran. Approximately 88% of respondents primarily prefer in-store shopping, while around 12% identify online shopping as their main method.
At the same time, the report identifies signs of gradual digital adoption and increasing consumer willingness to purchase food products online.
Trust, Quality and Time
Time emerges as an important factor for both online and offline shoppers, but in different ways. Online shoppers value the ability to save time, while in-store shoppers value immediate access to products.
Product quality represents another major barrier. Consumers who avoid online grocery shopping are particularly concerned about their inability to physically inspect products before purchase.
What Drives Online Adoption?
Time saving is the strongest motivation for online grocery shopping, followed by competitive pricing and greater product and brand variety.
Discounts and special offers also have significant potential to encourage adoption, while delivery cost, product quality, order accuracy and delivery performance remain important friction points.
Opportunities for Food Brands and Retailers
Although online grocery penetration was still relatively limited at the time of the study, the report identifies a market undergoing gradual behavioral change.
For food brands, retailers and digital platforms, winning this market requires more than simply creating an online sales channel. Quality assurance, delivery performance, competitive pricing, assortment, user experience and consumer trust are all critical components of the digital grocery proposition.
Data Note
The survey was conducted in early 2024 and relies on self-reported consumer attitudes and behavior. Its findings should be treated as a snapshot of the Iranian market during the study period and complemented with newer market data when making current strategic decisions.
Key findings
- In-store shopping remains dominant in Iran: 88% prefer physical stores, around 11.5% primarily shop online, and approximately 0.5% use telephone ordering.
- The report estimates that online grocery shopping in Iran is approximately 30% less prevalent than the global average, although adoption is gradually increasing.
- Direct product inspection is the leading reason for preferring in-store shopping at 41%, followed by immediate access to needed items at 39%.
- Uncertainty about product quality is the leading perceived barrier to online grocery shopping at 25%, followed by order discrepancies and delivery-timing concerns.
- Time saving is the strongest motivation for online grocery shopping at 45%, followed by competitive pricing at 23% and product and brand variety at 21%.
- Among self-identified online grocery shoppers, 52% order two to four times per month, while only 9% order ten or more times monthly.
- Restaurant food accounts for 47% of purchases among online-shopping enthusiasts, followed by packaged food and beverages at 28%.
- High delivery costs are the leading challenge reported by online shoppers, while discounts and special offers can significantly influence adoption.
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