Study: Growing number of consumers order groceries online
Of those who shop online for groceries from brick and mortar or pure-play online grocers, 16% order their food and beverages for delivery.
From offering door-to-door grocery to same-day delivery through a variety of service modes, like drive-up pick-up, grocers are making shopping easier, and consumers are responding. The percentage of U.S. consumers, ages 18 and above, who shopped online for groceries within a 30-day period, whether for delivery or pick-up in store, increased from 17% in the quarter ending November 2018 to 20%, or about 51 million consumers, in the quarter ending February, according to National Eating Trends Omnichannel Scorecard., produced by the NPD Group, Chicago.
Of those who shop online for groceries from brick and mortar or pure-play online grocers, 16% order their food and beverages for delivery. The option to order online and pick-up in store, also known as click-and-collect or BOPUS (buy online pickup in store) is favored by 11% of online grocery shoppers. And, 7% of these shoppers mix it up and do both.