Nearly a fourth of online shoppers bought groceries, and 85% of those grocery orders included produce.
That's the latest from the Brick Meets Click Grocery eCommerce Scorecard. The Barrington, Ill.-based research firm tracked purchases during a 4-week period ending March 31. Data came from nearly 200 stores under 26 retail banners.
“The good news is that supermarket ecommerce growth was happening even before Amazon announced their purchase of Whole Foods,” said David Bishop, partner at Brick Meets Click, and lead author of the report, in a news release.
Bishop said the “rapid deployment of a number of different Walmart initiatives reveals that the company considers online grocery an important gateway to their ecommerce growth.”
Brick Meets Click is finding supermarkets are accelerating adoption of ecommerce. The average number of online transactions per store is up about 20% from a year prior, and total online sales are growing year-over-year at 25%.
The average online supermarket transaction was $148, an increase in average value by more than 5%.
The scorecard said two thirds of grocers offered only pickup, 2% offered only delivery, and 32% offered both options.
“When stores offered both options, delivery was most popular; 74% of orders were delivered versus 26% picked up,” the scorecard said.
Researchers also were "surprised" to see fresh grocery in so many carts:
- 85% had fresh produce;
- 66% had meat/seafood and deli
- 50% had bakery.