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BizReport : Ecommerce archives : March 30, 2016

Grocery stores not meeting rising customer demand for online shopping

Two new studies into online grocery shopping suggest that it is set to surge in popularity among consumers during 2016 but grocery retailers are not keeping up with the trend.

by Helen Leggatt

In 2015, 8% of consumers went online to purchase groceries. According to a survey of 500 shoppers in the U.S. by Unata and Environics Research, that number is set to swell to 17% this year.

However, the survey also revealed that 39% of shoppers who bought groceries online said their primary grocer did not offer online shopping. For grocers who have not embraced ecommerce they risk losing out on revenue and customers. Almost two-thirds of those who shop for groceries online said they would switch retailers to ensure they could shop online.

And, while the number of people who shop for groceries online is still relatively small, those that do are valuable customers either in, or entering, their prime earning years with the majority earning more than $100,000 a year. Furthermore, nearly three-quarters (72%) of those who already shop for groceries online intend to continue doing so.

Generation X, men and those with children were found to be the fastest growing segments for online grocery shopping this year

Another study into online grocery shopping in the U.S., this time from Brick Meet Click, also suggests that grocery retailers need to up their online game to meet consumer expections. The survey of more than 12,000 U.S. consumers found that the percentage of U.S. households that bought groceries online in the past 30 days has nearly doubled in just two years: 21% in 2015 versus 11% in 2013.

"The tide is rising," said Bill Bishop, chief architect of Brick Meets Click and primary author of the new study. "Active users spend an average of 16% of their weekly grocery dollars online, and that grows to 64% on weeks they do a major online grocery trip."

Image via Shutterstock

Tags: ecommerce, grocery store, online shopping, research

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