Online Grocery Shopping Growing But Needs Improvement

The latest research from Valassis was referenced in a recent SupermarketNews article, noting two interesting discoveries about the online grocery shopping experience.

  1. 68% of online grocery shoppers say that using coupons and discounts to save money is the most important factor when shopping
  2. The online grocery shopping experience still has room for improvement

According to the study, 63% of consumers still make all or most of their food purchases in-store. But online shopping has increased year over year by 44% for food; 40% for health and beauty products; and 38% for household items.

Among the greatest opportunities for improvement:

  • 64% of online shoppers miss the sensory experience of touching and smelling produce
  • 62% find it frustrating when they can’t use coupons or discounts
  • 62% are uncomfortable having someone else pick out their produce or other perishable items

Read the full article…