The article examines the transformation of consumer behavior in the online segment of grocery retailing under the influence of rapid growth and changes in e-commerce. The purpose of the study is to identify new trends in the transformation of food retailing and the possibilities of adapting to them through new strategies. The article identifies the factors influencing the change in consumer behavior and the prospects for the development of online grocery retail. The empirical part of the research was conducted on the basis of an online survey of 500 customers of the grocery delivery service, as well as the analysis of data collected from the loyalty program and interviews with experts. Based on the results of the analysis of changes in consumer behavior, conclusions that are of interest to players in the e-grocery and grocery retail markets are formulated.