More than half of online grocery shoppers say they are increasing the amount of grocery shopping they do online. Online shoppers' grocery shopping on the internet increased by 29 percent over the past year, with a total of 19 percent of their weekly grocery shopping done online, according to a new survey by 72 Point Inc., commissioned by Door to Door Organics.
Most shoppers use multiple brick-and-mortar stores per week. Only 13 percent of those surveyed said a single store meets their weekly grocery needs, while 34 percent stop at two stores per week, and 53 percent shop at three or more stores a week—online or offline, Supermarket News reported.
Of those who purchased groceries online, 23 percent said they did not buy fresh groceries. Out of those who did buy fresh items, 57 percent said they had been disappointed in the quality or freshness of these purchases at least once in the past year.
Respondents, 58 percent, would feel more confident about online purchases if the products were recently picked or packaged, and 51 percent would be more comfortable if they were sourced from a local farm.
Online grocery shopping has grown rapidly in the past few years with the expansion of grocery delivery services such as Instacart, Peapod, FreshDirect and even Amazon Fresh (NASDAQ:AMZN). In order to compete in the space, many brick-and-mortar grocers are adding an order online and pick up in-store option, or delivery.
-See this Supermarket News article
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