Shoppers who are reluctant to buy groceries online have some very specific reasons: They want to see the food, they want to touch the food and they want it right away.
Inspecting products at the grocery store, as well as the instant access provided by in-store shopping, are the top reasons why a large number of US grocery buyers don’t buy digitally.
More than half of US grocery shoppers ages 18 and older who don’t buy groceries digitally told Market Track in February 2017 that they refrained from doing so because they want to see and touch the products they might buy.
Another 42% said they want groceries immediately when they buy them, which rules out even ultrafast delivery services that promise goods within an hour or two.
For grocery retailers, the survey points out the challenges of developing solid services for all shoppers—those who embrace ecommerce, those reject it and those who are on the fence.