One in four abandon online shopping
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Consumers are abandoning online grocery shopping in favour of conventional supermarkets because of high costs and poor service, according to a new report.
Tesco has the highest percent of online shopping
Despite the growing popularity of online shopping, more than a quarter (27%) of people that have used online grocery shopping have since returned to bricks and mortar stores, according to new research from ConsumerIntelligence.
The study found that a supermarket’s brand and reputation do not matter when shoppers select an online grocery provider, as shoppers choose based on practicalities such as price, product availability and customer service.
The main reason given for ceasing online grocery shopping is that shoppers like to be able to see and touch what they are buying. Shoppers are also put off online grocery by poorly substituted products.
Tesco currently has the highest proportion of online shoppers (32%), according to the report, followed by Asda, (30%) and Sainsbury’s (25%). Shoppers of Waitrose Deliver (22%) and Ocado (24%) report the highest satisfaction levels.
Ian Hughes, managing director at ConsumerIntelligence.com, says: “Online grocery providers cannot rest on their laurels as there are a number of people who have been turned off online grocery purchases by the high cost of delivery or poor food substitutes.”
Readers' comments (5)
ANDREW COLE | Fri, 3 Dec 2010 12:10 pm
I think the online grocers should reinforce the convenience of having shopping delivered and the time and effort it saves. Ocoda saves me around three hours per week which, even based in the minimum wage, certainly outweighs the cost of the delivery.
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Ibrahim Yousseff | Sun, 5 Dec 2010 3:53 pm
I understand when people shop online for electronics or luxury goods, but for grocery and convenience goods? I don't think so. I'm sure people can dedicate an hour to do their food shopping!
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Richard Newman | Wed, 8 Dec 2010 12:09 pm
I take a contrary view to that of Ibrahim Yousseff in that I would rather experience high value electronics and luxury goods 'in the flesh' so to speak before purchasing them (all be it having thoroughly researched the item online first) by visiting a store.
While it might not be too difficult to dedicate an hour to food shopping that hour needs to be when the store is is open and, ideally, when the store is not full of other people dedicating an hour.
Online shopping, for familiar, standard, quality controlled, reliable branded products, is quicker, can be done when the bricks and mortar store is closed, doesn't involve travelling to your preferred store and is more environmentally friendly. It also is potentially more economical as the risk of 'impulse buys' is reduced. Yes there are drawbacks but there are a lot of benefits.
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Michael Hobson | Fri, 10 Dec 2010 5:33 pm
I use internet grocery shopping, as I don't own a car, and there's no way I'm bringing everything back on the bus. The cost of a taxi is more expensive than the cost of delivery, so I'm online for life.
Or until I get a car..
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Anonymous | Mon, 13 Dec 2010 3:57 pm
Ocado's customer service is brilliant, the food has never been touched by another customer as it is all in a warehouse. They know more or less what I order each week and I just edit the order slightly - plus they actually have what I order in stock - unless someone drops a quiche or something. And it all comes to the door in a cool coloured van. Why would anyone shop anywhere else?
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