Previously one of the biggest ecommerce laggards, online grocery shopping has grown 2X since 2019 — and so has the rate of hybrid grocery shopping (shopping both online and in-store).
Now, even as public health conditions improve, it looks like these behaviors will stick: 85% of consumers say they plan to maintain or even increase their online grocery shopping this year. Here are a few tips for retailers looking to increase share of wallet from these consumers:
- Remember that there is no single hybrid shopper persona; there’s a spectrum of shoppers ranging from “digital dabblers” to “digital champs”;
- Two in every three online grocery orders are made on mobile devices; and
- 56% of online grocery shoppers use search to add the most items to their basket.
For more insight into the omnichannel preferences and behaviors of today’s online grocery shopper, check out this infographic from 84.51°.