Numerous grocers, including Walmart, The Fresh Market, Umamicart, and Weee, are taking digital shoppable recipes seriously to attract shoppers. The latest features allow consumers to shop recipes via an add-to-cart button on their digital platforms, social handles, and Livestream content. Ethnic grocers have started providing culinary education and customisation of various dishes to allow customers to cook unique dishes. Recently, Weee has held contests to encourage customers to upload their creative recipes. Winners of the contest receive gift cards and other prizes. Umamicart helps users discover new products and easy ways to cook ethnic dishes. Quicklly, an online South Asian food marketplace, has started providing monetary incentives for shoppers who propose shoppable recipes for different occasions like Eid, Diwali, and Christmas.
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