News

Buying groceries online gaining acceptance globally

More than half of global consumers are willing to buy groceries online, according to Nielsen Global. Survey also shows 57 percent of shoppers consider grocery shopping in a retail store a fun day out for the family.

April 30, 2015

A quarter of global consumers surveyed say they are already ordering grocery products online for home delivery, with 55 percent willing to use it in the future, according to the Nielsen Global New Retail Survey released this week. The survey polled 30,000 online respondents in 60 countries to understand how digital technology will shape the retail landscape of the future.

The New Retail Survey report looks at how consumers are using technology and offers insights into how retailers can use flexible retailing options to improve the shopping experience and drive increased visitation and sales across channels, according to Nielsen Global.

"The connected commerce era has arrived," Patrick Dodd, Nielsen president, said in a release. "Consumers are no longer shopping entirely online or offline; rather, they're taking a blended approach, using whatever channel best suits their needs. The most successful retailers and manufacturers will be at the intersection of the physical and virtual worlds, leveraging technology to satisfy shoppers however, wherever and whenever they want to shop."

Online shopping has a number of benefits, but physical stores also have strong key advantages over e-commerce—especially for fast-moving consumer goods, according to Nielsen. The majority of global respondents, 61 percent, reported that going to the grocery store is an enjoyable and engaging experience. A similar percentage, 57 percent, thinks grocery shopping in a retail store is a fun day out for the family. Nielsen research shows that clicks do lead to bricks and this is an important take-away for retailers who must engage the consumer early on the path to purchase.