About one in ten Americans regularly buys groceries online, but almost all online shoppers also shop in brick-and-mortar stores.

Online grocery shopping is growing, though it still lags behind other retail categories, according to a new report from Rosemont, Illinois-based market research firm the NPD Group Inc.

Even among those who shop online, however, 99 percent still make the trip to the grocery store, according to NPD.

“With major brick and mortar grocery stores announcing click & collect and various speedy delivery options, the line between physical and online is blurring and, as a result, consumers are getting the best of both worlds,” says Darren Seifer, NPD food and beverage analyst. “There is also a place for pure-play ecommerce grocers but it looks like, as of now, consumers want a seamless experience between brick-and-mortar and e-commerce.”   

Consumer preferences when shopping for foods and beverages and logistical challenges are the primary reasons why more consumers haven’t switched to online grocery shopping, according to the report.  Wanting to pick out their own fresh items was the top barrier to their shopping online for groceries, followed by not wanting to pay a delivery fee.

In addition, 46 percent of those who are lapsed online grocery shoppers or have never shopped online like the fact that walking through a store reminds them of what else they need.  And even though one of the key benefits of online shopping is speed, 46 percent of consumers who aren’t online grocery shopping enthusiasts feel it’s faster to go to the store.