The use of digital technologies during COVID-19 has impacted the lives of consumers and businesses, especially in the grocery items niche. With the resumption of in-person commerce, consumers have become more demanding in their purchasing journey, incorporating new channels and touchpoints. This scenario has been addressed worldwide, however, in Brazil, this discussion is limited. Mapping and understanding users and their interactions with the different purchasing channels for grocery items is essential to understand journeys and propose improvements to these services. In this study, an online questionnaire was applied to a sample of adult Brazilian participants, and a semi-structured interview were applied to 17 participants. The questionnaire results identified three groups of consumers: exclusively in-person (59 percent), hybrid (39 percent) and exclusively online (2 percent). The interview with the representatives of the hybrid group allowed us to identify four profiles of consumers in this niche, characterizing the following personas: convenient buyer, opportunity hunter, selective and experience explorer. Journey maps identified the personas’ purchasing flows. The results showed that users still prefer the in-person purchasing format despite the adoption of digital channels. The digital purchasing experience revealed the existence of gaps regarding usability, optimization of service channels, and the process of selecting and transporting perishables. These results reveal that these points are still critical in the users journey to acquire grocery items, requiring solutions in the field of design for the efficiency of services, satisfaction, and loyalty of Brazilian consumers.