The number of US shoppers buying groceries online, even if only occasionally, is substantial and growing rapidly.
- Some 36.8% of US consumers bought groceries online in the past year, up from 23.1% in 2018’s survey. We estimate that equates to almost 35 million more consumers buying groceries online between 2018 and 2019.
- However, shoppers typically buy relatively little online. Fully 72.4% buy only a small proportion of their groceries online while 11.8% buy a lot of their groceries online. Our data suggest new online shoppers could be diluting the proportion of grocery shopping the average shopper does online.
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