Online grocery has plateaued and is now a convenience-focused part of a shopper’s activity, according to a ChaseDesign survey.
The research revealed that BOPIS, curbside pickup and delivery of digital orders continue to shrink as retailers are returning to investing in processes and tech that boost in-store performance, according to a press release on the findings.
The number of retail customers using BOPIS “all the time” declined by one-third (45% down to 32%) in 2021 and is expected to shrink further in 2022.
In-store shopping remains the dominant channel for buying consumer goods and is expected to grow in 2023.
The survey also found home delivery, which became part of many shoppers’ shopping routine during the pandemic, faces issues with value delivered. The number of people who claimed to “always” use delivery to home when buying groceries dropped by half —16% in 2022 down from 31% in 2021.
The reason cited most often for not wanting to shop online for groceries is a preference to shop in a physical store.
“This is driven by a lack of trust in having retailers pick and deliver exactly what the customer wants. Our survey shows 33% of shoppers have issues with the quality of products selected and a slightly lower percentage are worried about availability through the digital platform,” Joe Lampertius, president of ChaseDesign, said in the release.
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