Infographic: Omnichannel grocery shopping has room for growth

Consumers are making omnichannel grocery purchases at a respectable rate, but could retailers drive higher participation?

A new infographic from business intelligence provider Market Track indicates that omnichannel grocery shopping could be even more popular if retailers made sure it were affordable.

A survey of 1,000 shoppers by Market Track shows that 26% have purchased groceries online. Twenty-one percent have ordered groceries online to be delivered, an increase of 10% from the previous year.

However, half of shoppers said they would purchase groceries online instead of in-store if shipping were free. And 84% of survey respondents would order groceries online instead of in-store if digital prices were cheaper. The highest percentage, 31%, would only need online prices to be 10% cheaper to shift their purchase behavior.

The top reasons shoppers prefer to buy groceries online are that it saves time (54%), is easier than in-store (29%) and saves money (11%).

One-third of shoppers already plan to shop for groceries online more in the future, and data suggests retailers could make this percentage much higher.

Click here to view the pdf.