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60% of Brits do grocery shopping online

Wed 15/06/2022 by Richard Wilkinson
Sainsbury's website screenshot.

A study has found that about 60% of UK consumers buy some of their groceries online, with 16% ordering all or most of their groceries via this channel. The research, which surveyed 2,500 UK shoppers, was conducted by digital commerce platform Spryker and research firm Appinio.

Around 80% of respondents also revealed they would do more shopping online if the experience was improved. About 28% plan to shop mostly online in the next two years. According to the study, the preferred channel was home delivery by 23% over in-store pick up at 6.6%

“According to our research, shoppers at low-cost supermarkets are crying out for online services. These retailers could benefit hugely by offering internet ordering and home delivery,” said Spryker CEO and co-founder Boris Lokschin. 

“One challenge they will face is ensuring existing in-store services remain viable as focus shifts online. To solve this, retailers should invest in technology infrastructure that seamlessly link on and offline channels to ensure that customers keep coming back, whether in-person or digitally.”

In terms of brand recognition for online delivery, Uber Eats dominated the category with 77% of consumers surveyed recognising the service – putting it on equal footing with Just Eat. Deliveroo followed in third place at 74% compared to Amazon that was online identified by 63% of respondents. Gorillas and Getir were recognised by 17% and 21% of those surveyed.

The research also revealed the disparity between accessible online shopping services between urban and rural areas in the UK. Despite a lack of online delivery infrastructure in rural areas, around 17% of respondents from said areas already do most of their shopping online.

Lokshin added: 

“Online grocery shopping in the UK is currently driven by 35–44-year-olds, who spend over a third of their grocery budgets online. However, older consumers are fast becoming online converts – in fact, over 55s are the age group most likely to shop exclusively online.”

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