In the ever-evolving world of online shopping, even major grocery giants like Kroger are realizing not every digital gamble pays off.
After years of trying to make a dent in the fast-paced e-commerce space, Kroger has officially shut down its online shipping platform, Kroger Ship, quietly pulling the plug earlier this year.
While the company didn’t make a major announcement, customers noticed the change when a quiet update appeared in the FAQ section of its website.
The service had already ceased operations back in March.
A Quiet End for a Bold Digital Move
Kroger Ship first launched in 2018 with high hopes of giving shoppers an easy way to have groceries and other goods delivered to their doorstep — especially for orders over $35.
At the time, the chain framed it as part of a broader mission to let customers “shop when and how they want.”
In 2020, the platform broadened its reach by allowing third-party sellers to join, and in 2022, Kroger even partnered with the now-struggling Bed Bath & Beyond to expand its offerings.
Despite these efforts, the platform never quite found its footing.
What Went Wrong for Kroger Ship?
While Kroger hasn’t offered an official explanation for why it pulled the plug, retail experts and customers alike have plenty of opinions.
Some loyal shoppers were frustrated and said they’d stop shopping at Kroger altogether. Others, however, saw it coming.
Neil Saunders, a retail analyst at GlobalData, said the platform simply didn’t perform the way Kroger had hoped. “It just didn’t gain ground,” Saunders explained.
“The concept of a large online marketplace was great during the pandemic-era boom in online shopping, but Kroger didn’t do enough to keep shoppers engaged — especially compared to giants like Amazon and Walmart.”
Saunders believes that Kroger, which played only a minor role in the e-commerce market, will now focus its energy on more traditional services like grocery delivery and in-store pickup, which have shown stronger returns.
Traditional Services Still Going Strong
Though Kroger Ship is no more, customers can still place orders online for Pickup and Delivery, which remain part of Kroger’s broader digital strategy.
The shift suggests the company is leaning into what it does best — getting fresh groceries to local customers quickly, rather than trying to compete head-on with Amazon’s global marketplace or Walmart’s fast-growing online empire.
Kroger Under Pressure from Competitors and Controversy
Kroger’s exit from the e-commerce space comes at a time when both Amazon and Walmart are aggressively expanding their delivery services.
Last month, Walmart upgraded its system to offer same-day delivery to an additional 12 million U.S. households.
Meanwhile, Amazon’s third-party marketplace raked in more than $156 billion in 2024 alone.
But the shutdown isn’t the only issue making headlines for Kroger.
The grocery chain is also facing public backlash following a troubling investigation into price discrepancies on outdated sale items.
Price Scandal Sparks Customer Frustration
According to secret shopper reports, several Kroger locations were caught displaying outdated sale tags on shelves, only for the full prices to ring up at checkout.
These findings — from March through May — revealed over 150 items with expired discounts, leading to an average markup of 18 percent and, in some extreme cases, up to 60 percent.
Unsurprisingly, this revelation hasn’t sat well with shoppers, adding to the growing sense of distrust some customers are now voicing in light of the Kroger Ship shutdown.
Looking Ahead: What’s Next for Kroger?
Despite these setbacks, Kroger remains the second-largest supermarket chain in the U.S. and has plans to hire up to 15,000 new employees this year.
The company appears to be doubling down on in-store services and traditional delivery options while stepping away from trying to be a major player in the e-commerce space.
As of now, Kroger hasn’t made any public comments regarding the Ship closure.
DailyMail.com has reportedly reached out for a statement.
For shoppers who enjoyed the convenience of Kroger Ship, it may be the end of an era.
But for Kroger, this could be the start of a more focused — and hopefully less bumpy — future in the grocery world.