Analysis: How often do regional grocery customers shop online?

BY Dan Berthiaume

Consumers who frequent regional grocery chains follow some distinct patterns in their online shopping habits.

According to several consumer studies conducted by grocery e-commerce platform provider Mercatus, only 26% of regional grocery customers consider themselves online grocery shoppers. Of that group, just over 50% have shopped for groceries online only once or twice in the past three months.

Other data also suggests that a large percentage of consumers who shop at regional grocery chains are not very active in e-commerce, at least when it comes to buying groceries. Seventy percent of shoppers surveyed have been grocery shopping online for less than two years, with 45% having started grocery shopping online just within the past year.

Looking more broadly at desired technology capabilities, Mercatus found that 42% of regional grocery shoppers expressed an interest in self-checkout, 21% said they wanted to compare shopping prices from mobile devices while in store, and 18% expressed interest in building mobile-friendly shopping lists from a grocer’s website.

A subsequent consumer poll found that 63% of those who shop online do so for convenience, 56% for time savings, and 30% to better control spending.


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