A survey of U.S. household shoppers shows a significant increase in online orders for groceries in the past month.
Brick Meets Click conducted the study with e-commerce platform company ShopperKit, surveying more than 1,600 shoppers on their shopping habits between March 23-25, finding 31% used e-commerce to purchase groceries this past month compared with only 13% in August 2019.
The heavy increase in e-commerce is due to the impact of COVID-19, and the survey even looked at first-time users, finding 26% report that they are using online grocery delivery or pickup for the first time. For those 60 years or older, the survey found nearly 40% are using e-commerce to buy groceries online for the first time.
Similarly, Store Brands looked at how curbside pickup is also likely getting a lot of first-time use in the wake of the coronavirus pandemic.
Barrington, Ill.-based Brick Meets Click is an advisory firm that focuses on digital and was founded by Bill Bishop, a long-time thought leader in retail, who was just named one of the newest inductees into the Private Label Hall of Fame by the Private Label Manufacturers Association (PLMA).
The Brick Meets Click/ShopperKit survey also surmised that the rate of online grocery shopping will continue to rise, with a third of the first-timer respondents saying that they are “extremely likely” or “very likely” to buy online again in the next three months.
"This is a reflection of current circumstances,” said David Bishop, partner at Brick Meets Click, and the son of Bill Bishop. “Some households are only using these online services temporarily until they feel comfortable shopping in stores again. Other households will continue shopping online for groceries but may choose to switch providers based on the quality of their experience.”