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The Retail Feedback Group (RFG) is out with its 2020 U.S. Online & In-Store Grocery Shopping Study, spotlighting one surprising conclusion about online grocery shopping:

"Walmart still registered the highest overall percentage of shoppers at 40% (showing a small increase from 37% in 2019) and Amazon decreased significantly from 29% to 14%. Instacart-fulfilled orders grew to 36%, up from 27% last year.

'However, despite the pandemic surge, supermarket shoppers constitute the largest percentage indicating they plan to shop less for grocery items online in the coming year (20%), as compared to Walmart (16%) and Amazon (13%) shoppers."

Some more results:

•  "Overall, 50% of in-store supermarket shoppers in the last 30 days also ordered groceries online."

•  "Not surprisingly, this is even more common with Gen Z (66%) and Millennials (61%), and to a lesser degree Gen X (52%), followed more distantly by Boomers (37%) and the Silent Generation (38%)."

•  "It should also be noted that Gen Z shoppers registered the lowest overall satisfaction, on a five-point scale where five is highest, relative to the other generations, for both their online (4.22) and in-store (4.02) experiences."

•   "While 38% of shoppers used one online grocery provider, 62% used two or more providers in the last three months, during the pandemic. This suggests many shoppers tried multiple services to see who could best meet their needs in terms of factors like product availability and pickup or delivery slots."

KC's View:

I think it is important to remember that this is not an either/or proposition.  People can still go to the store for certain kinds of items like fresh food, and use e-commerce for the things for which there is no advantage in physical shopping.  It is, quite literally, a mixed bag … and retailers that embrace this, aggressively marketing e-commerce services such as auto-replenishment, can use it to create stronger relationships with shoppers.