The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
The Future of Online Grocery Shopping in the United ... - Kantar Retail
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© 2012 <strong>Kantar</strong> <strong>Retail</strong><br />
WHERE Do Shoppers Shop <strong>Onl<strong>in</strong>e</strong><br />
for Groceries?<br />
While this will likely surprise most readers, Amazon dom<strong>in</strong>ates <strong>in</strong> terms <strong>of</strong> where shoppers shop for groceries<br />
onl<strong>in</strong>e: more than one-half <strong>of</strong> onl<strong>in</strong>e grocery shoppers <strong>in</strong>dicate <strong>the</strong>y shop for groceries on Amazon.com. <strong>The</strong><br />
number is even more surpris<strong>in</strong>g when factor<strong>in</strong>g <strong>in</strong> <strong>the</strong> fact that Amazon doesn’t sell fresh foods, but “grocery”<br />
is a broad category that is more than just fresh foods.<br />
Safeway.com, with its more comprehensive fresh grocery <strong>of</strong>fer, places a respectable second. However,<br />
<strong>the</strong> true onl<strong>in</strong>e grocers such as Safeway, Fresh Direct, and Amazon Fresh emerge as more likely grocery<br />
shopp<strong>in</strong>g dest<strong>in</strong>ations when focus<strong>in</strong>g <strong>in</strong> on <strong>the</strong> shoppers who report do<strong>in</strong>g all <strong>the</strong>ir grocery shopp<strong>in</strong>g onl<strong>in</strong>e<br />
(Figure 5).<br />
56%<br />
Amazon.com<br />
43%<br />
18%<br />
Safeway.com<br />
34%<br />
Figure 5: Where Shoppers Shop for Groceries <strong>Onl<strong>in</strong>e</strong><br />
14%<br />
15%<br />
10%<br />
11%<br />
8% 7% 7%<br />
10%<br />
7% 5% 5%<br />
FreshDirect.com<br />
*Purchased groceries onl<strong>in</strong>e <strong>in</strong> past 3 months, and did not purchase groceries <strong>in</strong> a store dur<strong>in</strong>g that time.<br />
Source: Compete <strong>Onl<strong>in</strong>e</strong> Intelligence Survey, Spr<strong>in</strong>g 2012; <strong>Kantar</strong> <strong>Retail</strong> analysis<br />
Alice.com<br />
Peapod.com<br />
All <strong>Onl<strong>in</strong>e</strong> <strong>Grocery</strong> Shoppers <strong>Onl<strong>in</strong>e</strong>-ONLY <strong>Grocery</strong> Shoppers*<br />
Amazon dom<strong>in</strong>ates <strong>in</strong> terms <strong>of</strong> where shoppers shop<br />
for groceries onl<strong>in</strong>e.<br />
- 7 -<br />
Amazon Fresh<br />
Netgrocer.com<br />
Meijer.com<br />
6%<br />
28%<br />
O<strong>the</strong>r<br />
23%
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