The expectations of consumers from online grocery shopping are not as complex as you think

We have heard predictions, quite astronomical, to put it rightly with regards to the number of users of online grocery shopping. The estimated revenue generation was a whopping $ 51.4 billion by 2020, but don’t get excited as nothing of that sort happened. This made us think and examine more closely the actual reasons why consumers might shift to online groceries.

Convenience is definitely a factor that made consumers buy from online stores but as far as grocery is concerned, it is a no. For instance, somebody would buy a TV from an online store as he doesn’t have to go through the inconvenience of carrying it home in the trunk of his car.

In the case of a grocery store, however, inconvenience does not play a part in deciding the mode of purchase by the consumer, as you can always hop on to a store when you return back from work or from your soccer practice as it is always better to chase your craving instantly than wait for it over an app

Another possibility that came into our mind was personalization. When it comes to food it is not similar to buying sports accessories or beauty products, you cannot define it. One might order an ice cream today and a pack of potato chips tomorrow. It is very unpredictable and we cannot recommend something based on their purchase pattern

It was also hard to cash in on the possibility of a multichannel concept for building an online grocery audience.

So the real reason behind the boost of online grocery users was indeed a pandemic. The importance of social distancing and safety made consumers shift their patterns of buying groceries.

Consumers prefer shopping online for products that are difficult to buy like a beauty product, which might take hours of filtering which they can do using their mobile screens rather than go to a physical store and get tired, walking the numerous aisles searching for that particular product.

Therefore brands need to remodel their way of working out online stores to meet consumer needs rather than appeal to their fancy trends.

What we can learn from here is that online grocery shopping need not be sophisticated or complex. It just needs to be more fulfilling by being reliable, affordable, and flexible.

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