Online grocery sales to hit new high

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 26, 2021, 5:32 AM UTC

Online grocery sales in the US are expected to surpass $100 billion in 2021.

With the pandemic forcing people to stay at home in 2020, consumers moved online to shop safely and for convenience in grocery shopping. As a result, US online grocery sales grew 54% in 2020 to reach $95.82 billion.

This translated to online grocery accounting for 12% of the total US ecommerce sales and 7.4% of all grocery sales. eMarketer’s Whitney Birdsall notes, “A large portion of consumers who became first-time online grocery buyers during the pandemic now prefer this mode of grocery shopping due to convenience.”

Post-vaccination, some consumers might return to offline shopping. Despite that, online grocery sales will exceed $100 billion in 2021. Moreover, the estimated annual spending per buyer will increase from $728 in 2020 to $818 in 2021 and over $1000 by 2023. 

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