Gen Z and millennials are leading the adoption of online grocery shopping.
Data from ecommerce platform MikMak notes that social media networks are driving the majority of online grocery traffic, with Facebook and Instagram topping the list of social channels. Both the platforms drive 25% of online shopping traffic, followed by Google Ads (21.3%), YouTube (11.8%) and Pinterest (9.7%).
The report findings, gathered between August 2021 and January 2022, also note that households without children are the biggest group buying groceries online. Similarly, young couples without children have the highest purchase intent for groceries online.
Households with three to four children have the lowest purchase intent. Gen Z and millennials lead online grocery adoption. Among retailers, Walmart emerges as the most preferred by grocery ecommerce shoppers.
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