The article examines the digital transformation of traditional grocery retail under the influence of changes in consumer behavior, its transition to a strategy of combination with the online trading format, including through alliances of grocery chains with online retail players, the emergence of aggregators combining projects from different sectors of the food and non-food markets, and the introduction of an omnichannel development strategy. The purpose of the study is to identify new trends in the transformation of food retailing and the possibilities of adapting to them through an omnichannel strategy. The article evaluates the effectiveness of the omnichannel development strategy used by individual market players. To achieve the purpose of the study, the author analyzed the case of a regional grocery chain that is making the transition from a multichannel to an omnichannel strategy. The empirical part of the study includes a survey of consumers of an online retailer and a subsequent analysis of the results. Based on the results of the analysis of the consumer survey, conclusions are formulated that are of interest to players in the grocery retail market.