Online Grocery Shopping - US - August 2018
"Despite doubling from 2013-18, online grocery sales in the US remain a small proportion of total grocery sales and an even smaller proportion of total eCommerce. Unlike other major product categories, adoption of online shopping in this sector has been slow, namely due to consumers’ strong preference to shop in-store, coupled with concerns about food arriving fresh and undamaged upon delivery. Still, as with total eCommerce, online grocery ordering will increase, with younger generations leading the way."
– Diana Smith, Associate Director - Retail & Apparel
This report examines the following issues:
- Grocery is the anomaly when it comes to eCommerce
- Online grocery shopping still seen as too risky
- Perishables least likely to be purchased online
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