Most grocery transactions still occur in stores

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Even after the sudden push to digital grocery transactions brought on by a global pandemic, the latest data from news and analysis company PYMNTS shows that shoppers still prefer to shop for groceries in store aisles at an overwhelming 87%. 

With only 12% of transactions occurring online, the research can be broken down into half of those consumers using a mobile device and half on a computer (with 1% citing “other”). 

One such pure-play grocer making the investment in digital is Kroger, which has been opening automated delivery fulfillment centers for digital orders across the U.S. However, the company’s technology partner, British online grocery company Ocado, later reported a slowing down of the rollout. 

On the other hand, Trader Joe’s has made it a point to lean into its strengths and “be a brick-and-mortar on purpose,” saying it would rather spend that money on a well-trained staff. 

And as grocers continue to battle for the digital share of consumers, Amazon is still ahead of the race with 61% of U.S. shoppers being Amazon Prime members. This is coupled with a center-aisle assortment that consists of 3 million items — towering over the “typical supermarket’s” 30,000-item selection in the same areas.

Related:Shoppers not willing to compromise on fresh

That said, PYMNTS reports that despite grocers’ major investments in their digital channels that continue to drive the push for e-commerce adoption, brick-and-mortar still remains steady. The research draws from an April survey of a census-balanced panel of nearly 2,700 U.S. consumers.

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A whopping 87% of grocery transactions are still carried out in stores. Only 12% of transactions are occurring online. Does this mirror your breakdown?
Let us know in the comments below, or email your thoughts to the SN staff at  contactus@ supermarket news.com.