I always chuckle when threads about shopping delivery come up on HN. It's part of the holy trinity of delivery, instant bank transfers, and the metric system, where Americans line up to explain why none of those things could ever actually work, despite the fact that they are working perfectly well in much of the rest of the world. There's something almost Onionesque about it [1].
I think it’s more of an income thing than a location thing.
Most supermarkets will have a minimum spend and then there is a delivery charge on top. Both are pretty cheap but if money is tight then that is one easy convenience to go without.
I know people with not great income who use delivery due to working parents and can't afford a car, so ordering delivery from a large supermarket is cheaper and has better range than the walkable corner store alternative, and frees up a ton of time.
Ironically I find I spend less when shopping online too because I’m less likely to impulse buy stuff. Though I do often break the “don’t go shopping when you’re hungry” rule, which doesn’t help.
I suspect there's also a social proof aspect. If five of your six closest local friends get their shopping delivered, you're very likely to try it yourself. If you don't know anyone who does it, you aren't.
At least in the US, I go to the grocery store because I enjoy going. Because I buy so much online, and I telecommute, it's just my excuse to get out of the house...
... And, honestly, I'd rather buy fresh produce and perishables in person. The rest of things at the grocery store are usually cheaper in person.
Anyway, IMO, the real value of online shopping is that you no longer have those 3-hour trips from store to store to find that thing that everyone ran out of, or has poor selection. The grocery store for staples is the last thing online merchants can really replace.
[1] https://www.theonion.com/no-way-to-prevent-this-says-only-na...