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Digital grocery sales, basket size, up in July

Average July basket size increased by 1.8% and by two items from June

Chloe Riley, Executive Editor

August 26, 2022

2 Min Read
hand making a mobile payment at the grocery store
“Digital grocery continues to robustly expand, despite the re-opening of physical stores post pandemic," said Charlie Kaplan, chief strategy officer at Wynshop.Getty Images

TOP TAKEAWAYS

  • Digital grocery sales continue to increase (12.9% of July grocery sales were digital, a 5.7% increase from June)

  • Share of third-party sales continue to dip (22.5% of July digital grocery orders were through third parties, a decline of 2.3% from June)

  • Digital basket sizes are rising (Average July basket size increased by 1.8% and by two items from June. An average digital grocery basket size is now $75, and the average price of an item in a digital basket decreased by $0.20 in July)

Digital grocery sales and basket size both increased in July, according to recent data. 

Compared to June, the average price of an item in a digital basket decreased by $0.20 and the average basket size increased by 1.8%, according to the data, from industry insights firm Incisiv and digital commerce and fulfillment solutions company Wynshop. The data is drawn from over 1 million shopper orders and survey results from more than 14,000 shoppers and 1,400 U.S. grocery executives.

“Digital grocery continues to robustly expand, despite the re-opening of physical stores post pandemic," said Charlie Kaplan, chief strategy officer at Wynshop. “Counter-intuitive outcomes like this underscore the importance to grocery decision makers of having a regular, highly-reliable source of information so that they can optimize their digital strategy and continue to refine their omni-channel order and fulfillment capabilities.”

Related:Regular online grocery users drive supermarket e-commerce sales

For traditional grocers, it’s the long-term online grocery customers — not the new digital shoppers — who bring in the bulk of e-commerce dollars, an analysis from earlier this year found. 

In the month of July, digital grocery sales continued to increase, with 12.9% of July grocery sales being digital, a 5.7% increase from June. Third-party sales continued to dip, with 22.5% of July digital grocery orders were through third parties, a decline of 2.3% from June. 

And digital basket sizes are on the rise, with the average July basket size increased by 1.8% and by two items from June. An average digital grocery basket size is now $75, and the average price of an item in a digital basket decreased by $0.20 in July.

“After an inflation-driven dip in digital grocery sales in Q2, it is good to see strong digital growth return once again,” noted Gaurav Pant, chief insights officer of Incisv. “Grocery shoppers’ initial response to inflation — spending less and buying fewer items—seems now to have been replaced with savvier shopping habits. Customers are being more selective about the items they choose and opting to buy directly from grocers rather than through intermediaries.”

About the Author

Chloe Riley

Executive Editor, Supermarket News

Chloe Riley is the Executive Editor of Supermarket News, which delivers the ultimate in competitive business intelligence, news and information for executives in the food retail and grocery industry. A graduate of the School of Journalism at Columbia College Chicago, Chloe previously served as a Digital Strategist at SEO firm Profound Strategy, Associate Editor at B2B hospitality mag HOTELS Magazine, as well as CEO of her own digital strategy company, Chlowe. She lives in Woodstock, Illinois. 

Email her at [email protected], or reach out on LinkedIn and say hi. 

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