In another sign that consumers haven’t fully come around to buying groceries online, a May 2018 survey by Morning Consult reveals that many still prefer to see and touch the products in person.
Indeed, nearly two-thirds of US internet users surveyed said it was a primary reason why they haven't done so—more than convenience (8%), cost (7%) or knowing which digital retailer was the best to use (7%).
By and large, many consumers just prefer to fill their baskets in-store. According to a 2017 ShopperKit survey of US internet users who didn't purchase groceries digitally, 41% said they “enjoy [their] weekly trip to the store.”
We forecast that only 2.8% of US food and beverage sales will take place online in 2018.