Now, grocers are pivoting to making e-commerce both sustainable and profitable. These macroshifts fundamentally changed the way consumers think about purchasing groceries, forcing grocers to quickly scale their e-commerce offerings. More than half of these consumers spend more than $100 per online-grocery transaction. Most consumers are using e-commerce as a way to stock up or top off their weekly and monthly grocery needs, in addition to visiting a physical store. Increased online shopping is here to stay.ĭespite recent increases in brick-and-mortar traffic as consumers start reverting to their shopping norms, nearly 50 percent of consumers we surveyed indicated that they buy groceries online at least once a week, representing a “next normal” (Exhibit 1). Five consumer trends shaping grocery e-commerceĬonsumer preferences have changed across the board-from how and what consumers buy to their expectations for customer experience and pricing. Here’s what we see as the new bellwethers for the next few years. The e-grocery penetration in the US market is projected to get to 14 to 18 percent, or more, in the next three to five years. This disruptive shift happened at breakneck speed in a matter of months, the grocery e-commerce landscape in North America accelerated by three to five years. ![]() By the end of 2020, online penetration in grocery had settled at 9 to 12 percent-a threefold increase from prepandemic levels and in line with mature markets such as France and the United Kingdom. ![]() During the peak of the pandemic, grocers watched 20 to 30 percent of their business shift to online, driven by a sudden surge in demand for contactless shopping. The grocery sector’s penetration was 3 to 4 percent and significantly trailed sectors such as beauty, apparel, and electronics, all of which had penetration rates of 10 to 20 percent or more.īut the pandemic changed that trajectory. Customer reservations about buying fresh food online, along with high e-commerce fees and nonintuitive website designs, stunted adoption. Prior to the COVID-19 pandemic, the US grocery sector was lagging other retail sectors in e-commerce adoption.
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