Grocery shopping is a much-needed event that’s changed over the years. Decades ago, grocery shopping meant embarking on a trip to a physical supermarket, taking the time to wander the aisles to get all the daily items. Nowadays, thanks to digitisation and modern technology, this has all changed. Instead, the digital transformation has made grocery shopping far more accessible than ever before. And all this is thanks to e-commerce. Part of the evolution is a solid rise in online grocery shopping. Partly this was exacerbated by the COVID-19 pandemic which forced shoppers to make this change far faster than they might have otherwise. Thanks to this, the prevalence of digital grocery shopping accelerated dramatically, expanding almost 90% between 2019 and 2021 in the UK alone. It’s remained popular long after lockdown protocols made this a requirement thanks to its convenience, the adoption of technology and the changing demographics such as more Gen Z users who are very Internet savvy and focused.
Consumer Trends and Shopping Behaviours — Convenience, Sustainability, and Smart Buying
So what’s really keeping shoppers motivated to actually do their grocery shopping online? In Europe and the UK, there are many factors that have helped to shape the growth of online grocery shopping. For one, the convenience of this shopping method is a major plus. This is the case for all age groups and demographics, but has particularly appealed to the 16-34-year-old group, and those with families. Online shopping has also allowed bulk buying and time-saving via delivery services, making grocery shopping a lot less of a hassle. As part of this, the growing role of technology and increased digital integration has meant that app-based ordering makes things a lot swifter too.
There are rapid delivery partnerships in place, as well as continued experimentation with robotics and autonomous vehicles to make delivery even more streamlined and accessible. On top of all this comes increased sustainability expectations. This includes eco-packaging, local sourcing of products, and carbon-conscious delivery and logistics. These factors are increasingly important for millennials, but even more so for Gen Z and other conscious shoppers.
A shift in price sensitivity, especially when there is a cost of living crisis, has meant that many consumers turn to loyalty programmes, bulk purchases and deal-hunting strategies. This also highlights a strong difference regarding what shoppers by online versus in-store. Online, it’s all about bulk buying, or getting those household staples. And this is where it’s handy to make use of discount codes and special offers.
Ocado is increasingly popular as an online grocery shopping service as it offers just that. Alongside other key players like Tesco, Sainsbury’s, Morrisons and Asda, Ocado allows consumers to activate verified discount codes and promotions right in the app. These offers that can be found online in specific pages dedicated to Ocado help any shoppers looking to save, get good value for their money. It’s not just about saving the money though, but also means that time is saved, shopping is more convenient, and there’s greater product choice to choose from. This is an important part of the smart shopping strategy, which is great for cost-conscious customers, those looking for loyalty rewards, and maintaining access to quality products. In contrast, those who choose to shop in the store often focus on purchasing fresh produce, or making use of any in-store promotions, though are shopping in smaller amounts.
The Future of Grocery Shopping — Digital Habits and What Lies Ahead
Online grocery shopping has an evolving role. Younger generations in particular are key in shaping the future of e-commerce and other forms of shopping. These days, Gen Z expects efficient shopping experiences. They also expect to get customised or personalised experiences, alongside the ability to shop sustainably in a way that will be better for the planet. On the horizon, it looks like further changes across these areas will be made. It’s likely there will be drone deliveries, an increase in the already prevalent subscription model, and even direct-to-fridge services.
It’s also likely that AI-based recommendations will become commonplace, helping shoppers determine which products are the best for them. With such growth in store, it’s likely that the online grocery model will become a long-term choice rather than just a temporary convenience. Consider your own grocery shopping habits and whether or not digital grocery shopping will meet your specific demands and needs.
