Spryker Systems, an enterprise digital commerce platform for B2B, B2C, enterprise marketplaces and unified commerce, released its U.S. Online Grocery Report 2022, and found that almost half (47%) of Americans buy at least some of their groceries online. The research, conducted in partnership with Spryker by market research firm Appinio, surveyed 2,500 consumers from across the U.S. on their experiences and opinions of grocery shopping.
The research revealed that big box retailers have the edge when it comes to consumers buying online, with 77% of U.S. consumers choosing to buy from retailers such as Costco, Walmart or Kroger. However, brand recognition is high when it comes to quick commerce providers. DoorDash was one of the most recognized e-grocery brands by 81% of U.S. consumers, followed by Grubhub (73%), Instacart (62%) and Postmates (62%), highlighting that no one supplier dominates the market.
The research also found U.S. consumers are unlikely to shop online for items when they need them at short notice – such as a missing ingredient for something they’ve planned to cook – with only 13% of consumers choosing to do so online. This indicates there is considerable opportunity for quick commerce providers to close this gap, given they would be uniquely placed to provide groceries on short notice and in smaller quantities.
Impact of the pandemic
One of the main drivers for increasing online grocery shopping is personal safety; 35% of respondents cited safety as a key reason for choosing online over brick-and-mortar stores. However, convenience still dwarfs other drivers, with almost two thirds (59%) reporting this as the reason for choosing to shop online. With the pandemic as one of the key triggers for consumers choosing to buy online, there is no indication in the data that consumers will go back to pre-pandemic figures. In line with this, more than a fifth (21%) of Americans say they expect to mostly or exclusively shop for groceries online within two years.
Spryker Systems GmbH is a privately held technology company headquartered in Berlin, Germany and New York, USA. Founded in 2014, Spryker enables companies to build sophisticated transactional business models in unified commerce including B2B, B2C, and Enterprise Marketplaces. Spryker is the most modern, fully composable platform-as-a-service (PaaS) solution with headless & API-based architecture that is cloud and enterprise-ready and loved by developers and business users worldwide. Spryker customers extend their sales reach and grow revenue with a system that allows them to increase operational efficiency, lower the total cost of ownership, expand to new markets and business models faster than ever before: Spryker solutions have empowered 150+ companies to manage transactions in more than 200 countries worldwide and is trusted by brands such as Aldi, Siemens, Hilti, and Ricoh.