Despite a decrease since the onset of the COVID-19 pandemic, online grocery shopping is still important for a large number of Americans.
Digital shopper marketing platform Chicory has released its new 2023 Online Grocery Shopping Report, which shows that online grocery shopping remains strong, with more than half (56%) of qualified respondents saying they order groceries online more frequently now than one year ago. 35% said they order groceries online less often now than one year ago.
Those who spend the most on online grocery orders ($201+), place orders the most frequently, giving retailers more incentive to offer online deals and promotions. 75% of consumers spend between $51 and $200 per online order.
"While online grocery adoption has slowed in recent years, activity is rising. Consumers are more comfortable than ever browsing for deals online, meal planning using digital recipes, and purchasing their full shopping lists in just a few clicks," said Chicory CEO and co-founder Yuni Sameshima. "CPG and grocery retailers can capitalize on this trend by investing in e-commerce solutions that meet consumers where they are, and in the moments that matter."
The survey, which included more than 1,000 American shoppers, also found that approximately 74% of respondents selected convenience as a top driver of their decision to order groceries online, with price coming in second. In Chicory’s survey, Walmart, known for its low prices and private label offerings, was ranked as the preferred retailer for online shopping out of a pool of 20 retailers.
The full report from Chicory can be found here.