Grocery Doppio Survey Predicts: 87% of Shoppers will Purchase Groceries Online and Spend up to 7% More in 2023
Digital grocery will continue to grow, with a predicted 87% of grocery shoppers ordering through digital channels for at least some of their grocery needs.
81% of grocery execs say they must upgrade their technology tools and regard “budget, integration, and talent” as their top 3 challenges for 2023.
In accordance with predicted shopper demand, 67% of shoppers will maintain or increase their spending on ‘prepared food’ in 2023.
Grocery Doppio’s “State of Digital Grocery Performance Scorecard” for November 2022
The monthly State of Digital Grocery Performance Scorecards is one of many resources available on the Grocery Doppio website. The reports are built around data analysis of 1.5 million shopper orders and survey results from more than 18,000 shoppers and 1,800 U.S. grocery executives.
More key findings from the November 2022 Performance Scorecard include:
Digital grocery sales sharply accelerate.
After declining in September and then rising 12.4% in October, digital grocery sales rose an impressive 24.6% in November as compared with October.
Digital’s share of the grocery market reached 17.1% in November, sharply exceeding October’s 14.9%.
Total digital grocery sales reached $14.7 billion in November.
Digital basket size grew in November.
Digital baskets averaged two items more in November than they did in October.
Overall basket size grew robustly in November, averaging 12.1% higher than in October; This follows a 10.2% increase from Q3 2021 to Q3 2022 and an additional increase of 4.3% in October 2022.
Third-party providers continued to slide.
Third-party transactions accounted for 19.7% of all digital grocery sales in November 2022.
That represents a dip of 1.2% in November compared to October and a total loss of over 8% since Grocery Doppio began tracking in Q2 2022.
Share of grocery pickup sales continues to increase
Total pickup sales grew to $8 billion in November, an increase of $1.7 billion over October.
That translated to a slight extension of pickup’s lead over delivery as a fulfillment method, ending with a 54.3% share of all digital grocery orders, as compared to 53.7% in October.
“In the early days of digital grocery’s boom, third-party providers and delivery were very popular with shoppers,” said Gaurav Pant, Chief Insights Officer of both Incisv and Grocery Doppio. “2022 saw a maturation of both grocers’ ability to sell to their existing shoppers digitally and shoppers’ understanding of what really works for them. I think we will see grocers continue to assume more ownership over digital channels as they grow further in 2023.”
“Demands on grocers’ technology and talent will increase in 2023 as the global labour shortage continues and digital channels grow further,” said Charlie Kaplan, Chief Strategy Officer of Wynshop. “The key to outperforming the competition is to have flexible, powerful tools which integrate easily and do not require additional skilled workers to operate.”
Every month, Grocery Doppio brings together rich, research-driven grocery content, fact-based observations, inspiring perspectives, and deep performance benchmarks that identify improvement opportunities for grocery retailers. The site is designed to help grocery and food executives optimize their digital and in-store channels and accelerate growth profitably.
