The MiApp tool builds on the business’s digital offerings to customers which include the launch of myCargill.com, a 24-7 customer portal for a pilot group of edible oil customers in the United States, now expanded to pilot customers in Malaysia.

Although convenience is understandably the top reason consumers choose digital ordering, other top reasons include: no waiting; the ability to order, pay, and have it ready; ordering at my "own" pace; and earning rewards/feeling valued.

The option to order online and pick-up in store, also known as click-and-collect or BOPUS (buy online pickup in store) is favored by 11% of online grocery shoppers. Seven% of these shoppers mix it up and do both, according to NPD’s National Eating Trends® Omnichannel Scorecard.