Everyone wants to figure out online grocery. There are the big guys, like Amazon, Walmart, and Target, as well as traditional grocers like Safeway, who are investing in ordering and delivery capabilities to help them compete as more customers move from in-store shopping to placing orders from their phones and computers. San Francisco-based startup Instacart has raised more than $700 million, at a valuation of $3.4 billion, to make grocery delivery mainstream. In the US alone, consumers are expected to spend more than $100 billion a year on online groceries by 2025.
In spite of all that, there’s still one big reason why so many people still aren’t buying groceries online: They prefer to handpick items themselves.
According to survey data from Morgan Stanley, 84% of people say they decided against ordering groceries online because they preferred to physically see and choose their groceries. That was unchanged from the results in 2016, when 84% of respondents also felt that way.
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