While it might be tempting to look at online and offline shopping trends individually, doing so limits the ability to see the synergies. For example, click-and-collect retail shopping has increased 30 percent in the past two years — it represented 18% of online grocery sales in 2016 and now represents nearly half (48%).
Consumers are increasingly turning to online and mobile channels to make retail purchases that they traditionally would have made in-store in prior years — thanks to new online purchasing experiences like click-and-collect and mobile order-ahead.
Even in areas where online shopping has not been well adopted to date, such as in fresh food shopping, the tides are shifting. For example, our Global E-Commerce Study found that 26% of consumers have bought fresh groceries online — that’s up by 15% from 2016.
Food and beverage retail is the next big sector that will feel the influence of digital shopping. We’re seeing the shift already: 23% of U.S. shoppers bought groceries online in 2016, an increase of 20% versus just two years prior—and adoption has only accelerated since then.
Even as we buy everything else with a mouse, when it comes to selecting fresh produce, meat, and other food items, most of us still prefer to do it in person. But a 2012 Nielsen survey of consumers in 56 countries suggests that opinions are changing:
The number of people stating they intend to buy food and beverages online grew by 44 percent over the last two years.