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Welcome to the New Frontier of Digital Grocery Shopping

In this exciting new age, grocers face both unprecedented opportunities and unique challenges. With the rise of User-Generated Content (UGC) and Retail Media Networks (RMNs), grocery brands are working to transform centuries-old shopping cart excursions into captivating digital journeys. Explore what UGC and RMN content means for grocery stores and how grocery ecommerce brands can use each strategy to drive engagement and boost overall sales.

What is User-Generated Content in Ecommerce for Grocers? 

UGC e-commerce in this setting usually refers to the reviews, images, videos, and social media posts shoppers create to share their real-life experiences with products. UGC is now a cornerstone of modern marketing and should be a significant component of any grocer’s e-commerce strategy. By actively encouraging and rewarding customers for creating brand-specific content, grocers not only amplify the authenticity of their messaging but also tap into the immense power of word-of-mouth marketing. This kind of organic engagement has a profound impact on the purchasing decisions of other shoppers, strengthening customer loyalty and driving sales.

A prime illustration of the impact of UGC is evident in product reviews. When brands incentivize shoppers to leave reviews, particularly those accompanied by photos, they not only enrich their product descriptions but also create a compelling narrative that compels shoppers to confidently proceed to the checkout. 

Elevating Engagement: UGC’s Benefits for Grocers

Dynamic UGC content can bridge the gap between potential buyers and the products they seek, transforming casual shoppers into enthusiastic, confident purchasers. Here are some specific ways that well-planned UGC content can positively impact the success of digital grocery stores.

1. Expands Awareness and Reach

UGC helps grocers increase brand visibility and tap into new customer segments, extending their online presence.

2. Boosts Engagement

People prefer to interact with other people instead of brands. That’s why UGC drives higher levels of customer interaction and participation.

3. Saves Money on Video Production

 UGC provides authentic content, reducing the need for expensive video production.

4. Increases Sales

Think of UGC as the ultimate word-of-mouth recommendation. It builds confidence and makes purchasing decisions easier for customers, increasing sales.

5. Collects Valuable Insights

While an excellent social media tool, hosting UGC on a grocery brand’s website empowers them to gather valuable first-party data.

Want to put your commerce in motion? Meet Firework at Groceryshop 2023

Decoding RMNs and SVLCs in the Context of Grocery Ecommerce

Now you know the benefits of UGC, let’s dive into the wildly-popular area of Retail Media Networks. Don’t be intimidated by the acronyms–here’s a quick overview of RMNs and their younger sibling Shoppable Video-Live Commerce (SVLC), followed by more specific definitions and use cases. 


A retail media network (RMN) is a digital advertising ecosystem that allows e-commerce retailers to monetize their websites and apps by offering ad placements to the brands they sell. 

Think of retail media networks like a digital in-store display. For example, searching for canned tomatoes may spurn ads for pasta, basil, and parmesan cheese. RMNs help connect shoppers with the products they need, creating an easy and efficient experience for the customer.

Because RMNs offer benefits like better targeting for ads, improved brand safety, and increased visibility at the times when shoppers are likely to buy, brands are quickly shifting their advertising budgets toward these lucrative new platforms.

Shoppable Video-Live Commerce Retail Media Networks (SVLCs)

While the overwhelming majority of RMNs rely on static display and search, a Shoppable Video-Live Commerce (SVLC) Retail Media Network uses captivating live video in its place.  This exciting new type of RMN utilizes live videos to showcase products while allowing viewers to buy them directly within the content. SVLCs brilliantly combine the power of live video with grocery shopping, an unprecedented combo that can give e-commerce grocery brands a significant advantage over their competition. 

Firework’s Pioneering Role in the Future of Grocery ECommerce

If you’re curious about what a successful SVLC looks like for a grocery brand, here’s a 60-second case study on how The Fresh Market has leveraged Firework to launch the first-ever Shoppable Video-Live Commerce (SVLC) retail media network in the United States, more than doubling their conversion rates

In this innovative video-driven experience, The Fresh Market has leveraged moment-specific live streams, including holiday meal prep tutorials and chef-curated recipes, which attracted more than 7,000 live viewers and more than 700,000 replays.

The Fresh Market Leverages Firework to Launch The First-Ever Shoppable Video-Live Commerce (SVLC)Retail Media Network

Fresh Market’s CMO, Kevin Miller elaborated, saying, “Overall, the combined viewership of the first four live streams exceeded 2 million views and we saw conversion rates of the featured special occasion meals at 300% greater than our traditional digital advertising results.”

The convergence of User-Generated Content and Retail Media Networks, including SVLCs, is revolutionizing how grocers engage with their customers. As we’ve explored the benefits of UGC and delved into the world of RMNs and SVLCs, one platform stands out for grocers looking to embrace this transformation: Firework

Firework’s partnership with The Fresh Market showcases the power of leveraging RMNs and SVLCs. By integrating captivating live video content, Firework offers a pioneering approach to connecting with shoppers and converting engagement into sales. With the right partner and strategy, your grocery brand, much like Fresh Market, has the unique opportunity to be a forerunner in the future of digital grocery shopping.

Get started on your journey. Book a demo today!

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