The technology can already be found at Whole Foods, Amazon Fresh and Kroger, along with stores in Canada, Europe, Asia and other regions. Electronic shelf labels are expected to become more common: The global market for the products was estimated at $1.85 billion in 2024 and is projected to reach $7.54 billion by 2033, according to Grand View Research.

“The only impediment to how quickly they can change prices at this point is how long it takes the human in the loop to decide to change the prices,” said Hendrix.

But some lawmakers fear that electronic shelf labels could enable grocery stores to raise prices during periods of high demand.