NEW YORK – Spryker Systems, a digital commerce platform that works on food trends, stated in its latest research for the US Online Grocery Report for 2022 that 47% of Americans buy at least some groceries online.
The survey was conducted in partnership with Appinio where they asked 2,500 US consumers about their experiences with grocery shopping.
“What’s clear is that the market is already big and will only get bigger when it comes to online grocery shopping in the US,” said Boris Lokschin, co-founder and chief executive officer of Spryker. “Arguably, the boost to online grocery shopping is going to flatten out and you won’t be able to acquire customers by ‘just’ being online. It’s time for retailers to start competing on experience, and there isn’t a clear leader.”
The data showed that big box retailers had an edge with customers buying online with 77% of consumers choosing to buy from retailers like Costco, Walmart or Kroger. Still, commerce provider brand recognition is also high now.
US consumers said DoorDash was one of the most recognized e-grocery brands by 81%, followed by Grubhub (73%), Instacart (62%) and Postmates (62%).
“US retailers would be wise to look at the rise in online grocery shopping in other countries because there is a huge opportunity and appetite for further growth,” Lokschin added. “Retailers that choose to move now will give themselves an advantage as more consumers look to shop online.”
Research did show that if someone is missing an ingredient and needed it on short notice, only 13% of consumers order online in that scenario. This means many people are still going to grocery retailers for those items.
A key factor Spryker pointed to with people choosing online grocery shopping is the ease of the experience. The research shows that the main hurdle for online shopping was not being able to see and touch items before purchasing. However, improvement in user interfaces in the next few years will attract more shoppers online according to the companies.
Lokschin and Spryker pointed to a better integration of online and offline commerce as well as opening up new innovative channels like voice, VR/AR, IoT, and smart devices.
“Given that the report findings show that almost half (45%) of Americans don’t like shopping at all for groceries, it’s not surprising to see a growing number intending to do it online,” Lokschin said. “It’s up to retailers to capitalize on this demand by offering innovative and engaging online experiences. Those that don’t will find themselves being surpassed by ‘big tech’ companies like Amazon who are more prepared to invest in online technologies as well as quick commerce upstarts that outpace traditional retailers on speed and experience.”
The effects of the COVID-19 pandemic factored into the consumers decision to move online. According to the survey, 35% of respondents cited safety as a key reason for choosing online grocery shopping over traditional brick-and-mortar stores. Yet, 59% of consumers surveyed said convenience was the main reason and not COVID-19. In fact, 21% of people said that within two years they expect to shop online mostly or exclusively for groceries.
The full US Online Grocery Report 2022 can be found here.