How consumers are using online grocery and what it means for retailers in 2016

The findings in this new report highlight what’s at stake for the grocery industry – one in five U.S. consumers is now an active user of online grocery services, and these shoppers are a valuable group.

The study also sheds light on how consumers are using online grocery. Many retailers may be surprised to learn that when shoppers buy groceries online, they divide their shopping differently as they search for better ways to satisfy their needs.

Key findings include:

• Online grocery shopping is going mainstream: 41% of shoppers surveyed have given it a try at some point.
• Penetration has doubled: 21% of the shoppers surveyed bought groceries online in the month before the 2015 survey, up from 11% in 2013.
• Active users of online grocery services are spending a significant percentage of their weekly grocery dollars online – 16% on average.

Our thanks to SAP Hybris for supporting the publication of this report.

SAP Hybris provides omni-channel customer engagement and commerce
solutions that allow grocery retailers to build a contextual understanding of
their customers in real-time, deliver a more impactful, relevant customer
experience and sell more across every touch point, channel and device.