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For eBusiness & Channel Strategy Professionals

Who Buys Groceries Online And Why

February 12, 2010

By Sucharita Mulpuru with Kate van Geldern, Patti Freeman Evans

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Why Read This Report

Web grocery continues to be a low-penetration retail category online. Less than 10% of US online adults have purchased groceries online, but those who are doing so are valuable consumers: US online grocery buyers spent, on average, more than $200 more on online purchases than US online buyers in general, and they report a household income that is more than $7,000 higher than the average US online buyer. Consumers are still hesitant to purchase some grocery products online — perishable products top that list — but there is an openness to purchasing packaged goods. US online buyers who have embraced online grocers are fueled by the convenience of shopping online — avoiding the hassle of going to the store and saving time are some of the biggest drivers for this group of consumers to take their grocery shopping online.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Packaged Goods, Consumer Retail & CPG, Customer Experience Management, eCommerce, eCommerce Adoption, Grocers, Online Shopping, Retail
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TABLE OF CONTENTS

  • Online Grocery Shopping Is Still An Emerging Category
  • Obstacles To Success In The US Online Grocery Space

  • RECOMMENDATIONS

    Online Grocery Sites Have The Opportunity To Learn And Grow
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Most Web Grocery Trips Are More Than $50

  • Models & Calculators:

    The Demographics Of Online Grocery Buyers

  • Models & Calculators:

    Convenience And Selection Top The Reasons Why People Shop For Groceries Online

  • Models & Calculators:

    Perishables Are Less Commonly Bought Online

 
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