Online Grocery Shoppers Spend Less

Online ShoppingOne of the downsides for grocery retailers looking to shift their consumers to online shopping is that they are less likely to spend extra money on impulse buys. A new survey conducted amongst online grocery shoppers by the digital specialist eDigital Research found that 29% felt they were less inclined to make impulse purchases when shopping digitally. In contrast, just 7% said they made more impulse buys online than in-store. This gap, said the company, highlighted a potential threat to supermarkets which are busy encouraging more people to shop online with money-off vouchers.

As well as spending less, online shoppers are also more likely to switch brands than those shopping in-store. In eDigitalResearch’s survey, just 10% said they always stick with the same brands for particular items, suggesting that there is a huge opportunity to influence people’s purchase decisions and disrupt their journeys online.

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