Prior to the outbreak of COVID-19, grocery digital sales in the US from leading grocery brands like Kroger were slowing down. While digital grocery has seen an increase in demand from shoppers, grocers must still continue to take steps to drive the adoption of digital shopping habits through improved site and app functionality. As grocers build their digital shopper bases, they must continue to execute digital strategies with customer agency in mind. Allowing customers to have control over their digital grocery shopping experience, especially during this time, is crucial to developing trust and a loyal customer base in the long run. This requires grocers to critically think about how they can bridge the gap between the in-store and online shopping experience so customer needs are met regardless of where they shop.