Trader Joe's Will Never Have Online Shopping, But It's For A Good Reason
The COVID-19 pandemic saw the usage of online grocery shopping soar for most well-known grocers except for Trader Joe's. According to McKinsey, in 2021, online shopping accounted for between 9% and 12% of grocery shopping in North America, but Trader Joe's was steadfast and stuck to its brick-and-mortar stores. Even with shoppers making online pleas to have access to online purchasing, the company has avoided offering the service.
In fact, just before the online grocery boom, Trader Joe's decided to end its limited digital shopping options in 2019. The program, which lasted 10 years, was only offered in the New York area. According to a representative of the grocer who spoke to Insider at the time, eliminating delivery would help keep the prices of groceries at Trader Joe's affordable.
With the proliferation of online shopping options available at other grocery stores, shoppers questioned why Trader Joe's did not follow suit. "Creating an online shopping system for curbside pickup or the infrastructure for delivery — it's a massive undertaking," Matt Sloan, vice president of marketing for the company, explained on the "Inside Trader Joe's" podcast in 2020, according to CNN. "It's something that takes months or years to plan, build and implement and it requires tremendous resources," he added. Not only was Trader Joe's worried that online delivery would lead to higher pricing, but there was also a worry it would dilute the brand.
Trader Joe's encourages searching for specialty items
Besides the price hike, another issue plaguing Trader Joe's potential for online shopping is the availability of specialty snacks. The grocery chain is known for having delectable treats, but the availability is always changing. Keeping up with the changeover of specialty items poses a unique challenge for the company. "You might not know about that product when you are shopping virtually," Tara Miller, Vice President of Marketing for Trader Joe's, said on the "Inside Trader Joe's" podcast. Trader Joe's believes that searching out these novelty items is part of the appeal of going to its stores. "That small, more intimate setting really does set us apart from everyone else selling food," Miller added.
This championing of the in-store experience is another reason Trader Joe's has shown a disinterest in developing a delivery system. On the FAQ section of the TJ's website, the company shares not only why it eschews online shopping but also why there haven't been any partnerships with third-party delivery apps and companies, writing, "We set up our stores with care, finding just the right Crew and creating a rewarding shopping experience."
Keeping stores shopper-friendly is paramount to Trader Joe's mission, and could be negatively impacted by launching a delivery service which could potentially cause the aisles to be overrun with grocery pickers, as Jacqueline Tubbs, consumer supply chain and logistics analyst at CB Insights, noted to Retail Brew. There are, however, a few workarounds to get Trader Joe's delivered.
Ordering online comes with a hefty price tag
If you're eager to devour some Trader Joe's specialty items but don't live near a store — or just aren't keen about mingling with other shoppers — then there are a few other options. Amazon offers a wide-range of Trader Joe's products including Rolled Corn Tortilla Chips and Triple Ginger Snaps cookies. Shoppers can also browse eBay or Walmart.com to grab snacks, spices, or even Trader Joe's brand clothing, but that convenience comes at a price as most items are significantly more expensive than if they were purchased in-store.
In 2018, one shopper was so desperate for a fan-favorite flavoring spice that they took to Twitter, writing, "I need Everything Bagel seasoning. PLEASE THIS IS SERIOUS. I will Venmo you if you ship it to me." Fortunately, their prayers were answered and the seasoning blend is now available on Amazon, although it costs as much as $11.99, nearly 10 times as expensive as if the EBTB seasoning was bought in-store.
The company has gone on record as being opposed to this practice. "We do not authorize the reselling of our products and cannot stand behind the quality, safety or value of any Trader Joe's product sold outside of our store," they said in a statement to Refinery29 in 2019.