Online grocery shopping struggles to reach a broader audience, with only 3% of online consumers buying groceries online in 2007 compared to 2% in 2002. The UK leads in uptake and represents 56% of the 4.3 million online grocery shoppers in Europe. European online grocery shoppers are more likely to be working moms with a high family income. Online grocery shoppers are big online spenders: they buy from more categories and spend more money online.