E-commerce
Supermarkets beating Amazon in online shopping satisfaction
June 1, 2023
When it comes to online food shopping satisfaction Amazon isn't leading the pack as supermarkets are providing greater levels of satisfaction, according to a study from The Feedback Group.
The national research effort polled 1,000 online food shoppers about the online buying experience.
Supermarkets topped the list with an overall satisfaction rating of 4.40 on a five-point scale. Amazon followed closely behind with a score of 4.30, while mass retailers, primarily Walmart and Target, secured third place at 4.26, according to a press release.
The research indicated value-oriented stores, such as Aldi, achieved a rating of 4.11, followed by club stores at 3.99, and dollar stores rounded off the list with a 3.90 overall satisfaction score.
Across all shoppers, the overall satisfaction score was 4.21.
"The study findings emphasize the strong performance of supermarkets and Amazon in providing customers with a satisfying online food shopping experience. Mass retailers also demonstrate strong customer satisfaction levels. In contrast, value-oriented, club and particularly dollar stores lag behind in satisfying consumer needs, with the results revealing a clear distinction between the top and bottom performers. Supermarkets clearly have benefited from their investments in online food shopping capability improvements over the last several years," Brian Numainville, a principal with The Feedback Group, said in the release.
