COVID-19 has altered consumer shopping patterns throughout the start of the year. As the pandemic has spread, more people are forced to seek alternative ways to source products. It is now reported that people shopping online in the European Union has reached 60%, an increase from the previous year’s 56%.

The figures also reveal a contrast in the last decade, in which the share of online shoppers has doubled since 2009. Even countries with small levels of online shopping penetration, such as Bulgaria and Romania, the levels have increased to above 22%.

The UK leads online grocery shopping

Consumers within the UK have led the way to mass adoption, with 87% of the population shopping online last year.  Throughout the last year, UK consumers are leading the way in online shopping, particularly with grocery items. The data has presented that even before the COVID-19 pandemic, UK grocers were expected to grow.

The UK is currently the only country within the EU that showcases more stock volume purchased online compared to in-store. 42% of shoppers have purchased more online than in-store, while only 32% have preferred to spend more in-store.

The growth of online groceries

The study has shown that UK consumers have a stronger willingness to purchase fresh food items online. Convenience was the most important reason for this trend, as 69% of consumers are purchasing the same amount, or more, online than in-store, whereas in other countries the share is only 30%.

It is also revealed that the European online grocery market is expected to grow by 66% by 2023. Globally, it is forecasted that by 2024 around 70% of consumers will opt for online grocery shopping instead of in-store options.

Even with the ongoing effects caused by the pandemic, new data has showcased that e-commerce will continue to grow as more consumers opt for online shopping due to a multitude of reasons. The growth in sectors such as groceries demonstrates that consumers are becoming less reluctant to use digital services instead of their in-store counterparts.

To learn more about online shopping trends, consumer habits and which e-commerce solution may be right for your business going forward, don’t hesitate to get in touch for a no-obligation discovery call.