An increasing number of online grocery shoppers are heading back to supermarket stores, according to a new study.
The research by ConsumerIntelligence showed that more than a quarter (27 per cent) of people who have used online services to buy their groceries have since gone back to using traditional supermarkets .
The majority of those said they no longer favour online shopping because they prefer to see and touch what they are buying. Other major reasons cited included the high cost of delivery, the poor quality of substituted products, limited shelf life of delivered goods and damaged items and inconvenient delivery times.
Despite this, the research revealed that online grocery shopping is becoming increasingly popular, with almost two-thirds of UK households giving it a try.
It also discovered that most shoppers choose an internet grocery provider based on factors such as price, product availability and customer service, and not the supermarket’s brand and reputation.
Commenting on the findings, Ian Hughes, managing director of ConsumerIntelligence.com, said: “The online grocery shopping is booming with more people turning to the convenience that buying your goods online affords.”
“However, our findings show that online grocery providers cannot rest on their laurels, as there are a number of people who have been turned off online grocery purchases by the high cost of delivery or poor food substitutes.”
Tesco and Asda have a near-equal share of the online grocery sector, holding a 32 per cent and 30 per cent share of the market respectively, followed by Sainsbury at 25 per cent, Ocado at 24 per cent and Waitrose at 22 per cent.
