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Online grocery shopping report reveals shift to multi-channel shopping

The convenience of online shopping and a retailer’s website functionality are key motivations for the adoption of online grocery shopping by consumers, a new study has found.

GENERAL MERCHANDISE

Online grocery shopping report reveals shift to multi-channel shopping

The convenience of online shopping and a retailer’s website functionality are key motivations for the adoption of online grocery shopping by consumers, a new study has found.

Kantar Compete’s Online Shopper Intelligence Report has revealed that 20% of the UK internet population visit the leading grocery retailers’ websites each month, with an average of 1.3 million consumers purchasing online. Key motives are the ability to shop at anytime, having groceries delivered to the door, and not having to carry home heavy items. 

The study found that over half (57%) of the people purchasing groceries online shopped at Tesco with Asda in second place at 33%, followed by Sainsbury (18%), Ocado (5%), Amazon grocery (4%), Waitrose (2%) and Marks and Spencer (1%).

Search was identified as the leading referral source for the top grocery retailers. A review of actual search terms used showed that 69% of online grocery shoppers had a clear intent to shop with specific retailers. While 31% of searches were for fresh food items, 24% were for recipes and 12%  for processed food.

The report highlights the importance of tools that make shopping online easier and faster for consumers.  It also shows that an average of 57% of online grocery shoppers visit their list of ‘favourite’ or ‘last purchased’ products before checking out.  This rises to 71% for Tesco shoppers and 66% for Sainsbury. Waitrose shoppers were shown to be least likely to do this at 27%.

Consumers were found to value the convenience of online recipes provided by supermarkets. Waitrose had the highest number of people visiting its recipe pages (20%), compared to Ocado (10%), Tesco (6%), Marks and Spencer (5%), Asda (4%) and Sainsbury’s (2%).

The report also revealed that ‘heavy shoppers’ bought 62% of groceries online and 38% offline and had an average basket value of £144.  This compares to ‘light shoppers’ who bought 28% online and spent £82 on average per shop.  69% of heavy shoppers used a range of grocery retailers, compared to 17% of light shoppers.

Jeremy Radcliffe, managing director, Kantar Media Compete said: "The growth of online grocery signifies a shift to 'multi-channel' shopping rather than an outright substitution of one channel for another. People are increasingly mixing the channels but we have seen that the majority of online grocery shoppers still make most of their grocery purchases in traditional stores. However, as many as one-third indicate that 60% or more of their grocery purchases are made online."


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