Online Shoppers Boost Purchases

The Lempert Report
July 21, 2015

Retailers who are still lacking an online presence need to change their ways, now!

According to a new survey, more than half of online grocery shoppers say they are increasing the amount of total grocery shopping they do online. The survey was conducted by 72 Point Inc. and commissioned by online organic grocer Door to Door Organics,  and results showed that online shoppers increased virtual grocery shopping by an average of 29% over the last year and say that around 19% of their total weekly grocery shopping is done online. 

While data from the survey also showed that the majority of consumers still rely on both online and brick-and-mortar stores to complete their weekly grocery shopping, only 13% of survey respondents said a single store meets their weekly grocery shopping needs. In addition 34% shop at two stores during a typical week and 53% shop at three or more online and/or offline grocery stores each week.

One of the reasons consumers still like the brick and mortar stores are for fresh produce. According to the new research, 23% of respondents do not buy fresh grocery products online, while 57% of those that do said they had been disappointed in the quality or freshness of these purchases at least once in the last year. 58% said knowing that the products were recently picked or packaged would increase their confidence, and 51% would be more comfortable if the fresh products were sourced from a local farm.

Such data is a great reminder for supermarkets that increasingly consumers are using online tools to make purchases.  Supermarkets that make use of all platforms and can meet customers wherever they chose to shop will win over those that don’t.