According to Progressive Grocer, online spending has reached 5.5 percent of total grocery spending in the US. Currently, shoppers that use online grocers are driving the most growth by increasing order sizes. A study by Brick Meets Click warns that even though supermarkets can live up to this demand, Amazon is just around the corner and ready to disrupt the industry with its own grocery services.
Consumers that use online services actively have increased their spending by 46 percent, Progressive Grocer reports. Additionally, nearly 30 percent of US household already grocery shop online, with an average order of $69, compared to $62 in 2017.
The report found that Amazon currently has 77 percent of household penetration, though it only sold groceries to 11 percent of households. With the company's smaller transaction size, it shows why online grocery is a supermarket's business to lose and shoppers increasingly shit to full basket trips.