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Report: Shoppers increase online grocery orders, but want more value


More shoppers are buying groceries online, but a majority are ready to switch grocers in favor of a better online experience.

This is according to the “2017 Grocery eCommerce Forecast,” a report from Unata, which surveyed over 500 U.S. shoppers about online grocery shopping habits, intent and barriers. Details revealed that 31% of U.S. shoppers are likely to order groceries online in 2017, up from 19% of shoppers that bought groceries online in 2016.

While 80% of shoppers who bought groceries online in 2016 plan to do so again this year, 68% of shoppers who shopped online last year said that they are ‘somewhat’ or ‘very’ likely to switch grocers to one with a better online shopping experience. Specifically, they want a quick, easy, convenient and enjoyable path-to-purchase, the report said.

Shoppers are also attracted to retailers that can deliver the highest levels of value — however, these expectations differ between shoppers. The top five pre-requisites they expect from a valuable digital grocery experience include:

• An easy and convenient user experience

• Easy to find products and sales

• Personalized offers, sales and product suggestions

• Savings online via the digital weekly ad and digital coupons

• Fast delivery

“Our annual Grocery eCommerce Forecast was created to help our network of retail partners and the industry at large better understand the digital grocery landscape,” said Chris Bryson, Unata founder and CEO. “Given the rapid shopper adoption and appetite to switch for a better online experience, it’s clear that a retailer’s digital experience is quickly becoming the most critical tool for differentiation, retention, and ultimately growth.”
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