eCommerce Impulse Buying
One of the fun things about in-person grocery shopping is the discovery of new products, whether it’s trying a recently released brand of chips or finding a new frozen food to enjoy for dinner.
“According to data from Acosta, about 95% of in-person shoppers buy something that’s not on their list, while just 67% of online shoppers do” (Dumont).
eCommerce grocers have the difficult task of trying to replicate this in-person experience for their online customers. This can be done by personalizing the customer’s online shopping experience (i.e. recommending similar products to ones that they have purchased before).
Interestingly, “(t)he most popular online impulse purchases include snack foods at 42% and ice cream or frozen treats at 38%” (Dumont). (If you are feeling an impulse to purchase some ice cream right now, check out our eCommerce partner: The Frozen Farmer.)
Since more and more customers are now shopping online, it is important for eCommerce retailers to retain the speed and convenience of online ordering, as well as develop new ways to match in-person grocery shopping preferences.
If you would like to read more about online grocery shopping patterns, check out these articles: “Retailers aim to drive discovery online” and “Impulse buys get a boost online.”
