People today are not just purchasing clothes, books, or makeup online—they are also buying groceries through digital platforms. For generations, traditional grocery shopping has been the norm, allowing individuals to personally inspect each product, build trust with regular vendors, negotiate prices, and engage in social interactions that fostered a sense of community. However, the rising trend in grocery shopping is shifting towards online grocery shopping, which has become the modern approach to fulfilling daily needs.
Return to normal is still shelved by multitude of shoppers:
COVID-19 has had a profound impact on consumer behavior, fast-tracking trends that were already emerging before March 2020," said Colin Stewart, executive vice president of business intelligence at Acosta, based in Jacksonville, Fla. "While many anticipate a return to normalcy, it is highly likely that some pandemic-driven shopping habits—especially consumers' dependence on e-commerce—will persist.
Some figures on the report of data:
Since the onset of COVID-19, grocery shoppers have increasingly shifted towards online shopping. According to Acosta’s COVID-19 Shopper Insights, 45% of consumers now buy groceries online more frequently than before the pandemic. Meanwhile, nearly a third of respondents reported shopping less at grocery stores (30%) and mass retailers like Walmart and Target (35%) compared to pre-pandemic levels.
When it comes to online grocery orders, 45% of shoppers opt for home delivery, while an equal percentage use click-and-collect services. Among those, curbside pickup (28%) is preferred over in-store pickup (17%). Only 9% of online grocery shoppers retrieve their orders from lockers. Additionally, 20% of consumers are part of online subscription programs, which typically provide benefits such as unlimited free pickup or delivery based on order size and frequency.
Reasons for customers being more inclined towards online grocery shopping:
During the COVID-19 pandemic, people turned to online grocery shopping primarily to prioritize health and minimize contact with others, protecting themselves from the life-threatening virus. However, even after the pandemic, the trend remains strong. Let's explore why online grocery shopping continues to thrive despite life returning to normal:
Why Online Grocery Shopping Remains Popular
Controlled Spending: Shopping online encourages consumers to stick to a specific list, helping them avoid impulse purchases and unnecessary expenses.
Unmatched Convenience: With just a smartphone and a stable internet connection, customers can place orders and schedule deliveries at their preferred time.
Attractive Deals and Discounts: Online platforms consistently offer a variety of promotions, discounts, and coupons, making grocery shopping more cost-effective.
Rise in Smartphone Usage: The increasing penetration of smartphones has driven consumers toward mobile commerce, allowing them to shop anytime, anywhere.
The Global Growth of Online Grocery Shopping
In the U.S., online grocery sales surged to nearly $90 billion in 2020, marking an increase of over $30 billion. Meanwhile, in the U.K., one in four consumers now buys food online, reflecting a 61% year-over-year increase.
According to a report, consumers cite four main reasons for shopping for groceries online:
Convenience (41%) – The ease of ordering from home.
Avoiding in-store shopping (40%) – Preference for minimal in-person interaction.
Newfound Awareness (20%) – They hadn't considered it before but now see its benefits.
Simplifying Meal Planning (15%) – Helps with organizing weekly meals.
Forbes highlighted that while grocery shopping underwent significant changes during the pandemic, the most notable transformation was in the rise of online grocery shopping.
The Future of Online Grocery Shopping
With hassle-free experiences, time efficiency, frequent discounts, and access to fresh products, online grocery shopping continues to gain customer trust. As it provides a seamless and personalized experience, it is well on its way to becoming a dominant shopping method, securing its place at the forefront of the industry in the years to come.
Author's Detail:
Kalyani Raje /
LinkedIn
With a work experience of over 10+ years in the market research and strategy development. I have worked with diverse industries, including FMCG, IT, Telecom, Automotive, Electronics and many others. I also work closely with other departments such as sales, product development, and marketing to understand customer needs and preferences, and develop strategies to meet those needs.
I am committed to staying ahead in the rapidly evolving field of research and analysis. This involves regularly attending conferences, participating in webinars, and pursuing additional certifications to enhance my skill set. I played a crucial role in conducting market research and competitive analysis. I have a proven track record of distilling complex datasets into clear, concise reports that have guided key business initiatives. Collaborating closely with multidisciplinary teams, I contributed to the development of innovative solutions grounded in thorough research and analysis.
