- Grocery e-commerce gross sales totaled $7 billion in Could, down 16% from a yr in the past, in accordance with the most recent e-commerce report from Brick Meets Click on and Mercatus.
- The weighted common order worth for the month dipped 7% year-over-year, with supply and pickup spending per order dropping 14%, to $77, whereas ship-to-home order worth elevated 4%, to $50.
- Shoppers’ expectations for grocery procuring are being influenced by comparable providers at mass retailers as cross-shopping picks up, the research discovered. Twenty-nine p.c of on-line prospects used each grocery and mass retail providers in Could, in comparison with 15% in August 2019.
Could’s e-commerce gross sales got here up towards a steep comparability to the identical interval final yr, when customers have been ordering on-line en masse within the early days of the coronavirus pandemic, making the 16% gross sales drop much less of an alarming determine in context, in accordance with Brick Meets Click on companion David Bishop.
The $7 billion in complete on-line gross sales for Could, he famous, is 3.5 occasions increased than the pre-pandemic degree of $2 billion Brick Meets Click on measured in August 2019.
“Could’s outcomes present the market retains 70% of the incremental good points generated versus the document COVID excessive of $9.3 billion, illustrating that a lot of the acquire propelled by the pandemic has caught round,” Bishop stated within the announcement of the report’s findings.
When taking a look at e-commerce’s efficiency to this point this yr, gross sales have exhibited “choppiness” as customers get vaccinated and return to in-store procuring. On-line gross sales hit $9.3 billion in each January and March, whereas Could signaled the primary time month-to-month on-line gross sales have dropped two months in a row this yr, with returns down from $8.4 billion in April.
Survey knowledge exhibits the continued primacy of store-based e-commerce over ship-to-home providers as buyers flip to their native grocery shops. Pickup stays the highest channel, utilized by 55% of month-to-month lively customers — up 4 factors in comparison with final Could. Almost 30% of these lively customers solely utilized pickup for e-commerce procuring, underscoring customers’ choice for a service that’s extra worthwhile to meet for grocers than supply, which was used completely by 17% of lively month-to-month buyers.
Within the early months of the pandemic, buyers unfold their spending throughout an array of ship-to-home providers as native grocers got here up towards capability points. That spending continues to contract because the share of ship-to-home fell six factors amongst lively customers year-over-year and eight share factors amongst orders.
Whereas the fluctuating gross sales should not stunning, Brick Meets Click on reported continued indicators that on-line grocery loyalty post-pandemic is tenuous amid mounting competitors. The repeat intent fee — the chance that an lively on-line consumer will use the identical grocery service once more subsequent month — was 53%, 4 share factors decrease than a yr in the past. That is additionally the bottom fee Brick Meets Click on has to this point measured this yr, down from a excessive of 62% in March.