Data shows online grocery sales remain stable
BARRINGTON, BAD. – Online grocery sales for pickup and delivery were flat, while door-to-door sales declined in July, according to the Brick Meets Click / Mercatus Grocery Shopping survey from July 29 to 30.
The U.S. online grocery market generated sales of $ 6.7 billion and an overall sales decline of 2%, largely due to an 8% drop in door-to-door sales from June. The sales levels for pickup / delivery and door-to-door delivery are respectively 4.5 and 1.8 times higher than pre-COVID sales in August 2019.
“The July results clearly reinforce the fact that online shopping maintained a significant portion of last year’s gains, especially for pickup and delivery, but the increase in the number of new COVID-19 cases in July seems to have had a different impact on the buying behavior of buyers than at the start of this crisis in 2020, ”said David Bishop, Brick Meets Click partner.
The overall sales decline in July was caused by a decrease in spend per order and a slight drop in the frequency of monthly orders, which was partially offset by an increase in the number of monthly active users (MAU).
Due to two factors, the weighted average spend per order for all three receiving methods decreased by more than 5% in July 2021 compared to a month ago. First, the average home delivery order value (AOV) was almost 19% lower than in June 2021, while the pickup / delivery AOV remained essentially stable. Second, door-to-door delivery captured a greater share of month-over-month orders, which contributed to further downward pressure on high-end AOV as spending on door-to-door delivery by order are usually about half of those of the pickup and delivery slips.
The number of US households who shopped online in July, using one of three receiving methods, jumped nearly 5% to 66.5 million households from June 2021. The gain reflects increases in all age groups, with the youngest (18-29 years) climbing fastest by over 7%.
“Although pickup continued to have the largest MAU base, share of orders and sales in July 2021, concerns about the transferability of the Delta variant may prompt customers to temporarily move away from pickup as a means of social distancing, ”Bishop said. “Even though many retailers have implemented ‘contactless’ tactics since last year, pickup in the United States often still involves some degree of human contact, such as when an employee places the order in the vehicle. client. So, for some, choosing delivery seems like a better and safer option as we navigate this next wave of COVID. ”
The share of online shoppers who used both a grocery store and mass / discount service to purchase groceries in July 2021 contracted to 25%, down about three percentage points from compared to the previous month. This decline was attributed to fewer grocery customers shopping from mass / discount retailers other than Target or Walmart, as cross-shopping with these two retailers increased between June and July.
“Grocers should be thinking of short-term improvements that will allow them to continue to be successful, as the monthly results reinforce the fact that the online customer wants flexibility and convenience,” said Sylvain Perrier, president and chief executive officer. the management of Mercatus. “Progressive retailers reduce sources of operational friction, such as the frustration and uncertainty associated with wait times. At the same time, grocers need to better understand their primary customer so that they can create more meaningful engagement that leads to an increased share of the wallet. ”