68% of consumers make online purchases, and US e-commerce is experiencing new developments

Recently, Deloitte conducted a survey of 2,000 consumers in the United States. This survey provided a new consumer behavior model and conducted in-depth research on shopping categories, purchasing procedures, and consumers' different response trends to out-of-stock situations. The main findings of this survey are as follows.

Consumers shop less frequently in-store

Survey data shows that nearly 54% of consumers feel stressed about in-store shopping, and this stress has led consumers to visit stores less frequently and shop less frequently. In addition, the number of respondents who buy fresh food multiple times a week has dropped by half (30% in 2019 and 15% in 2020).

Safety and inventory change consumers' purchasing decisions

Increased consumer demand and other supply chain disruptions have created unprecedented challenges for food manufacturers and grocery stores, resulting in stockouts in many categories, including fresh food. The survey found that nearly 65% ​​of consumers said they were unable to purchase the fresh food they needed due to stockouts. Rather than going to other stores, consumers are choosing to purchase alternative food items online .

In addition, people's expectations of safety remain the top issue in the fresh food category. However, consumers are increasingly concerned about their own safety . Nearly 90% of respondents said that safety and price are actually equally important in their choice of fresh food and are an important driving force for their purchase .

68% of consumers buy fresh food online

Survey data shows that contemporary consumers attach more importance to the convenience of new purchasing channels. 68% of contemporary consumers buy fresh food online, while only 9% of traditional consumers buy it online.

Although many consumers worry that buying fresh food online may result in bad food, 68% of modern consumers now choose to shop online from trusted stores. In fact, modern consumers are more willing to pay a premium for fresh food.

Contemporary consumers are also buying more items online . They have made nearly twice as many new purchases as traditional consumers in the past four months (50% vs. 27%). Additionally, nearly two-thirds ( 64%) of contemporary consumers believe that brand is important when buying fresh food . Notably, contemporary consumers are also twice as likely to be interested in subscription boxes.

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