E-commerce grocery sales to grow 21% in 2022

Before the pandemic , grocery sales through e-commerce channels were relatively slow to develop , but now the business is growing rapidly , driven by a younger generation of consumers .  

According to a report released by digital transformation company Hero Digital , online grocery shopping is becoming the only choice for many consumers . It is expected that grocery sales through e-commerce channels will increase by 21% year-on-year in 2022 .

The report, which draws on input from 2,300 respondents, said online grocery shopping , home delivery and click-and-collect services were taking over the lion’s share of the market as traditional companies raced to keep up with new developments .

The report starts with three subcategories : groceries , apparel and mass merchandise , and studies what factors influence the brand choices and product promotions of four generations: Generation Z , Millennials , Generation X and Baby Boomers .

The report found that millennial consumers place greater emphasis on an easy shopping experience , excellent customer service and a rich selection of relevant products . This generation primarily purchases groceries through online channels, with 43% of millennials buying most of their groceries online.

At the same time , 50% of Generation Z consumers list corporate value and brand awareness as the most important customer experience factors when recommending brands , while 20 % of baby boomers pay more attention to factors such as brand authorization when recommending brands .

In this regard, Owen Frivold, executive vice president of strategy at Hero Digital , said that digital services are now the default touchpoint between consumers and brands , and the omni-channel customer experience influences brand loyalty across generations.

In addition, the report also mentioned that different generations of consumers have different concerns when purchasing different categories of products. For consumers who buy groceries , the most important thing is whether the shopping experience is easy .

In today's consumer environment , shoppers place greater emphasis on trusted brands . These brands often make shopping easy through in-store interactions and online channels . By meeting consumer needs , brand awareness is increased .

Looking ahead, for retailers of all sizes around the world, if they want to win the favor of consumers , a good entry point is to simplify the user shopping process. Merchants need to be people-oriented and find ways to connect with consumers .

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