Study: Consumers remain skeptical about ordering fresh, frozen food online
Among the nearly three-quarters of respondents who have never ordered groceries online for delivery, concerns about freshness and quality appear to be major impediments to adoption.
New research from eMarketer, Inc., New York, suggests concerns over quality are hindering grocery e-commerce, as many shoppers are wary of buying fresh and frozen goods online, thereby preventing full-basket shopping trips.
A survey conducted by Bizrate Insights, Los Angeles, found that online grocery shoppers are twice as likely to buy non-perishables as perishable items. Among shoppers who had purchased groceries online in the past month, 84% bought non-perishables and just 45% bought perishables.