A new study on online grocery shopping reveals several insights on the demographics, behaviors, and desires of grocery shoppers- which could prove valuable to ecommerce merchants as they devise strategies for capturing a share of this rapidly-growing market.The study found that more than one-third of primary grocery shoppers (people who do the majority of the grocery shopping for their household) have bought groceries online within the past year.
The growth in online grocery shopping also extends across all age groups- even among those shoppers aged 65 or older. Twenty-five percent of grocery shoppers in that age group reported that they had purchased groceries online in 2015. Of the same demographic only 7% had done so in 2014. The largest yearly increase was among shoppers between 35 and 44 years of age. These shoppers increased 18% (from 5% of people grocery shopping online in 2014 to 34% doing so in 2015). The 25 to 34 age group had 37% of respondents reporting that they had shopped for groceries online in 2015. The study also found that individuals who live in urban areas and those earning more than $75,000 a year were the most likely to purchase groceries online.
Shoppers expressed a desire for greater value from online grocery retailers, but are also willing to pay for extra convenience and speed. Popular requests include coupons, ways to compare online and store prices, and loyalty points programs. Consumers also expressed a desire for more convenient checkout systems, the ability to quickly reorder past purchases, and improved search that allows sorting by product category. Other requested features included product reviews, notifications systems to alert customers when items are back in-stock, and product suggestion systems.
You can find suggestions on how retailers can use improve their online grocery shopping strategy, and the full article here: