According to a survey by eDigitalResearch, online grocery shoppers tend to purchase less online than they do in store.
The research has revealed that 29 per cent of respondents felt they made far fewer impulse purchases online than in store.
In comparison, just seven per cent said they purchased more ‘additional impulse buys’ online than they do in a store.
Derek Eccleston, commercial director at eDigitalResearch, said:
“The growth of online has the ability to drastically hamper supermarkets, retailers and suppliers.
“With more of us becoming all the more reliant on online and digital technologies, the online grocery market is only likely to grow.
“These results suggest that with this online growth, supermarkets are going to see overall spend shrink.
“They therefore need to be working closely with suppliers to understand this new breed of grocery shopper – they need to know how they shop and why, as well as what makes them buy what they do – in an effort to encourage online shoppers to spend more.
“By understanding changing online consumer behaviours and what makes online grocery shoppers tick, suppliers and supermarkets will be able to better influence online purchase decisions, increase spend and minimise the threat that the growth of online grocery shopping poses”.
