A 2019 Coresight Research study has revealed that
approximately 36.8% of U.S. consumers shopped for groceries using digital
services in the past year. This is an increase of 23.1% from 2017. The data advanced
that older millennials, those aged between 30 and 44, are leading the charge.
45% of them have used online shopping
services to buy these goods. However, the study disclosed that approximately three
fourths of Millenials tend to purchase just a small amount of their grocery on
the Web. Despite the fact that some progress has been made, there is still a
long way to go before digital services are adopted.
Food retail is currently at just 2% of e-commerce penetration in contrast to the overall 12% of other
items. Considering the fact that food is by far the largest retail category,
merchants have several challenges to face so that online sales increase.
There are various reasons why food products are not purchased on the Web. Some
of these are low margins, bulky multi-temp products or consumers’ need for
selection. While firms are trying to find a solution to increase penetration,
they should work on designing several facilities that caters to a specific
merchant and its customers’ needs. They should develop multitude approaches to
encourage Americans to use online shopping
services to buy groceries.
Very
few Americans shop for groceries online
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