Digital Marketing Researches & Reports

What’s In-Store for Online Grocery Shopping, Jan. 2017 | Nielsen

E-Commerce & Retail | Global

Increasingly, everything and everyone is moving online, with nearly 3.5 billion people are using the internet, 7.4 billion mobile-phone subscriptions and 1.79 billion active Facebook users, resulting in more ways to shop and more access to products and services than ever before.

  • In China online retail sales accounted for 12.9% of the total retail purchases in 2015; in South Korea, it was 11.6%.
  • In Great Britain, online estimated for an average of 12.5% of all retail spending through the first 10 months of 2016, and in the US, e-commerce represented an average 8.1% of total retail sales through the first three-quarters of 2016.
  • More than 93% of respondents surveyed said they’ve ever shopped online.
  • More than half of global respondents said they’ve purchased fashion products (58%) or travel products or services (55%) online, and half say they’ve purchased books, music or stationery.
  • About 4 in 10 global respondents (38%) said they’ve purchased personal-care and beauty products online, and about 27% of them said they’ve ordered meal-kit or restaurant delivery services or packaged grocery food (24%) online.
  • 40% of online respondents in China, 39% in South Korea and just 35% in India said they’ve purchased fresh groceries online.
  • Only 9% of respondents in Europe, 9% in North America, 7% in Middle East & Africa, and 7% in Latin America said they’ve purchased fresh groceries online.
  • 28% of respondents said they already use delivery to home services when they purchase online, while 57% said they’re willing to use this service in the future.
  • The Asia Pacific is the most regularity region in buying fresh and household groceries online with a rate of 22% in 2017.
  • 44% of global online shoppers avoid buying fresh & household groceries online, the highest rate of these avoiders appears in the Middle East & Africa with a rate of 63%.
What's In-Store for Online Grocery Shopping, Jan. 2017-Nielsen

A Graph Shows The Percentage Who Agree That The Strategy Would Definitely Encourage Them to Buy Consumables Online, 2016.


Market Research & Data Technology

Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. Nielsen has operations in over 100 countries, covering more than 90% of the world's population.

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