Being visible where shoppers spend their minutes, without making every channel a
By Groceryshop · September 25, 2026 · Curated by George's Blog
Being visible where shoppers spend their minutes, without making every channel a priority, drives Freshpet's omnichannel strategy. Just one of the key takeaways from Groceryshop's multichannel commerce session with Suman Nag, Head of Ecommerce, Freshpet. Other notable insights included…
-Start with the assets you already have. Freshpet's 40,000 in-store fridges are becoming micro-fulfillment points for DoorDash and buy online, pick up in store orders. Going deep on Amazon would mean building refrigerated infrastructure from scratch.
-Back the tone at the top with action. Freshpet aligned its C-suite and board on omnichannel first. Capital allocation, hiring and org design then made the tough channel trade-offs stick.
-Let the shopper reshape media too. Freshpet's shopper is a weekly grocery shopper, which put Instacart and DoorDash at the center of its marketplace strategy. It's also moving Freshpet's media from linear TV toward retail media, social and influencers.