- The NPD Group said 52 million consumers are shopping for groceries online, according to a company report.
- The study also projects that 20 million consumers who are current, lapsed, or new to online grocery shopping will increase their shopping activity in the next six months.
- More than 60% of those who shop online are completely satisfied by the experience, with just 6% neutral or dissatisfied, and the other 34% somewhat satisfied.
A recent report by FMI revealed that 20% of all shoppers tried online shopping at least once in 2016, up from 16% the year before. Still, the data shows that only 5% shop online regularly, so the concept isn't quite as popular as the hype may show.
A Brick Meets Click study said online sales for supermarkets are strong, with multichannel operators garnering larger transactions than solely e-commerce operators. That’s why so many brick-and-mortar stores are trying to tie into the online world, whether by introducing apps at the store to make shopping more convenient, or by presenting deals and specials on websites and social media.
The NPD report showed that satisfaction is very high among online shoppers, with 67% of shoppers completely satisfied with their overall shopping experience. This could mean that as word spreads, more people will give it a chance.
Other studies show millennials enjoy shopping in brick-and-mortar stores, but want things to be more convenient. Analysts believe retailers need to amp up digital offerings that better cater to this group. According to the report, adults under 35 are 50% more likely to order their groceries using a mobile device, making mobile apps a lucrative space for grocery retailers.
Grocery analysts are still divided. While some champion the possibilities of online grocery, others still hold that improvements need to be made to better appeal to the masses. Plus, consumers aren’t quite ready to entirely give up the brick-and-mortar shopping experience, most grocery analysts and industry groups say.