Profiling the Online Shopper: eGrocery Purchase Patterns in the U.S. - 2024
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Report - Profiling the Online Shopper: eGrocery Purchase Patterns in the U.S.
The comprehensive analysis in Profiling the Online Shopper: eGrocery Purchase Patterns in the U.S. delves deep into users of four major formats/banners – Supermarkets, Walmart, Target, and Hard Discount – to analyze how household penetration, spending, and order frequency for eGrocery have shifted between 1H24 and the same period in 2023.
Get a better understanding of your core online customer segments and the value they represent. This report provides evidence that can support recommending refinements to how Supermarkets compete online –especially against the lower-priced leaders in the market.
Insights, insights, insights
- Walmart (x Sam’s) engaged the largest share of average Monthly Active Users (aMAUs) during 1H24, reaching 35% and expanding by 107 bps vs. 1H23 when it first overtook Supermarkets for the top spot.
- In contrast, Supermarkets engaged just under 30% of aMAUs, dropping 129 bps vs. 1H23 and continuing a downward trend over the last several years.
- The average order value (AOV) for Walmart held steady, but AOVs were down for all other key banners/formats compared to last year.
- Both Mass retailers, Walmart and Target, posted YOY gains in the number of orders completed online while aMAUs at Supermarkets, Hard Discount, and Club pulled back compared to 1H23.
These are just a few of the insights you'll gain from this report. It provides an in-depth analysis of customer mix by format, AOV, and order frequency.
Methodology
The monthly Brick Meets Click/Mercatus Grocery Shopping Survey is an independent research initiative created and conducted by Brick Meets Click since March 2020 and sponsored by Mercatus.
This analysis is based on 10,529 responses compiled during January – June of 2023 (1H23) and 10,501 responses compiled during January – June of 2024 (1H24) from adults 18 years and older who participated in the household’s grocery shopping.
Pricing
To inquire about pricing and/or start the purchase process for a specific report, please send an email to steve.bishop@brickmeetsclick.com.
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