“The numbers are too small to draw permanent conclusions,” said Jason Goldberg, the chief commerce strategy officer at the advertising giant Publicis. (Rising costs for everything also make it tricky to compare 2022 shopping with that in 2019.)Įven experts can’t confidently say how quickly Americans will adopt the online-grocery habit or how much of our shopping may wind up virtual. But with the sales still relatively small, it’s not a sign of passionate digital love that the numbers haven’t been going up quickly or steadily. It’s not a surprise that online grocery sales couldn’t keep increasing as quickly as they did when we were internet panic-shopping in 2020. In closely watched shopper surveys by the research firm Bricks Meets Clicks, online grocery sales have been growing unevenly recently. It’s tough to assess whether and how much the online-grocery habit might stick.Ī report by Forrester and IRI found that in many categories of products purchased in supermarkets, online growth is lower than it was in January 2020. There’s been some backsliding on online ordering, however, and the vast majority of Americans are still shopping for groceries the old-fashioned way. Grocery delivery to our door is still relatively dinky, but ordering groceries online for pickup at the store took hold during the pandemic and is sticking. grocery sales should be taken with grains of salt.) (Analysts told me that the data for the roughly $1 trillion of yearly U.S. The amount of grocery purchases made online has increased to somewhere around 7 to 15 percent from perhaps 3 or 4 percent of total sales in 2019. Here’s where things appear to stand: Before 2020, Americans weren’t that jazzed about having groceries delivered to our doors. My wishy-washy analysis is that Americans haven’t fallen head over heels for buying bananas over the internet, but we aren’t rejecting it, either.Īlong with the figures that showed e-commerce lost ground last year to shopping in person, the muddy picture of online groceries shows that human behavior may be too complicated for simple explanations. And grocery buying has been on a particularly jagged trajectory. But digital transformation is often not a straight march up a mountain but more of an uneven climb up, down and sideways. It’s inescapable that digital sales will keep increasing as a share of U.S.
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