New and improved shopping lists in the My H-E-B app and on heb.com makes both online and in-store shopping a breeze

March 07 2025

The recently updated shopping list feature checks all the boxes of what our customers want in this helpful tool

At H-E-B Digital, our goal is to create the tech that feeds Texas, and part of this includes constantly iterating on our digital products to ensure they’re meeting the needs of our customers even as the way they shop evolves. It’s vitally important that we create exciting and helpful tools for our in-store customers just the same as our Curbside and Delivery customers.

The problem

One of the experiences we heard about regularly from customer feedback was shopping lists. It did not meet our customers where and how they wanted to shop and often left them searching for other solutions that solved this problem, at least in their eyes, like using the cart as a list for in-store shopping. Unfortunately, the list feature was missing key components that our customers were asking for, like the prices of items in the list or the subtotal of all list items to better help them plan their shop. Because we are constantly dissatisfied with the status quo, this wasn’t okay with us, and so our teams got to work revamping shopping lists both on web and in app into something our customers would love.

First, our design and research team talked with customers firsthand to understand how they plan prior to going shopping – whether that’s in store or online.  Next, we had to decide what would be in the first iteration of the shopping list so that we could address our customers’ feedback and concerns quickly. “There were a lot of factors that went into the decision-making process and had to be weighed against the reality of time constraints and engineering possibilities” shares H-E-B Staff Engineer Alberto Lopez

However, as soon as there was an established direction the design team jumped into ideation. Caitlin Spofford, one of our Product Designers, shares “once we started building out concepts, we were able to iterate through feedback from the team, other designers, as well as our customers.”

Why should customers use the new and improved shopping list?


“We retained all the features our users love and added more within a modern page design. The ability to shop your list in-store and see exactly where each item is and sort your items by the best route through the store, should be a huge help for our customers’ busy lives.” says H-E-B Engineer Bryce Lemoine.

Now with the latest updates, customers can easily add items to their shopping list and receive all the information they need to make informed decisions at the grocery store — available coupons, product prices and location, easy access to mapping, and list subtotals.

Seth Hoveland, the Sr. Product Manager for Shopping list, shares that the new and improved list “allows for customers to have a one-stop location for their planning needs. From the items you add to your list, to the price of each item and ability to price the entirety of your list, down to the precise location and mapping of your items. Additional features such as pushing items to your online shopping cart, moving items across different lists, and the ability to check individual items off your list as your progress through your shopping journey allows for customers to begin to bridge the gap between online shopping and in-store experiences with ease.”

We’re hopeful this new feature will appeal to our current in-store shoppers, Curbside and Delivery shoppers (you can easily add entire lists or individual items to the cart when you’re ready to order), and shoppers who have historically opted for the “old-fashioned way” …  a piece of paper and a pencil.

What’s next?


The work does not stop here, we’re continuing to work on new features that customers are sure to love. “We plan to continue listening to our customers to make sure we are on the right track and adjust where we need to – really making sure our foundations are strong. Beyond that you will start to see a lot more requested functionality start to become available both inside and outside the H-E-B ecosystem.

By solving this pain point for our customers, we’re hopeful it will encourage even more use of the My H-E-B app or heb.com and make getting groceries a breeze – however they choose to shop.

Interested in creating the tech that helps feed Texas? Check out our H-E-B Digital opportunities here.