# Voice Assistant Grocery Shopping Kroger Co. Expands Its Contextual Commerce in Online Ordering By Justin Lam | Published 2018-12-05 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/contextual-commerce References: [freshplaza](https://www.freshplaza.com/article/9040749/kroger-voice-assistant-ordering-for-grocery-ecommerce/) & [progressivegrocer](https://progressivegrocer.com/kroger-launches-voice-assistant-ordering-grocery-ecommerce) [Kroger Co.](https://www.trendhunter.com/trends/verified-savings-program) is attempting to further its contextual commerce efforts by integrating voice assistants for ordering groceries online. Working with both Google and Amazon devices, users simply need to activate their devices and place an order of groceries through Kroger. This form of ultra-convenience feeds into Kroger Co's. expansion into contextual commerce as the grocery chain makes it so customers can shop anywhere, anytime, and can buy virtually anything. The service has already launched at six Kroger-owned brands, including Fred Meyer, Fry's Food and Drug, QFC, [King Soopers](https://www.trendhunter.com/trends/uplink), [City Market](https://www.trendhunter.com/trends/pebble-city), and Ralphs. While Kroger Co. is not the first grocery chain to introduce voice assistant technology, it is one of the pioneers. The new technology also aims to capture the growing population that utilizes voice assistants as tools for e-commerce. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 9% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What Makes This Trend Stand Out - **Contextual Commerce:** Using voice assistants to order groceries online is an example of contextual commerce, providing ultra-convenience for customers. - **Voice Assistant Technology:** Kroger Co. is one of the pioneers in integrating voice assistant technology for online grocery shopping. - **E-commerce with Voice Assistants:** The growing population that utilizes voice assistants as tools for e-commerce presents a disruptive innovation opportunity for grocery chains like Kroger Co. ### Sectors Adopting This - **Retail:** The integration of voice assistant technology in online grocery shopping has the potential to disrupt the retail industry. - **Grocery:** Using voice assistants to order groceries online is a disruptive innovation opportunity for the grocery industry. - **Technology:** The expansion of voice assistant technology in e-commerce opens up opportunities for innovation in the technology industry. ## Related on Trend Hunter - [AI Grocery Assistants](https://www.trendhunter.com/trends/albertsons-3.md) - [Connected Grocer Order Fridges](https://www.trendhunter.com/trends/kroger-smart-fridges.md) - [Grocer-Connected Kitchen Appliances](https://www.trendhunter.com/trends/kroger-and-ge-appliances.md) - [AI-Enhanced Grocery Apps](https://www.trendhunter.com/trends/instacart-ai-features.md) - [Convenience-Focused Grocery Network Partnerships](https://www.trendhunter.com/trends/grocery-network.md) - [Conversational Grocery Shopping](https://www.trendhunter.com/trends/instacart-and-chatgpt.md) - [Unified Grocery Platforms](https://www.trendhunter.com/trends/riesbecks.md) - [Fee-Free Grocer Deliveries](https://www.trendhunter.com/trends/kroger-grocery-connect.md) - [Automated AI Shopping Assistants](https://www.trendhunter.com/trends/visa-intelligent-commerce.md)