Despite Ecommerce Growth, Most CPG Purchases Still Made In Stores


Jacksonville, FL — Although ecommerce has been gaining popularity, 97 percent of all CPG dollars are still spent in stores, according to Acosta, Inc.

While most spending is happening at brick-and-mortar outlets, U.S. shoppers are warming to buying groceries online, as evident through the increasing acceptance of click-and-collect options and box-meal delivery services, the sales and marketing firm reports. Nearly 30 percent of U.S. consumers now prefer to purchase groceries online regularly.

“Amazon’s acquisition of Whole Foods is the perfect example of how the CPG landscape is changing, and how technology and online retail have created a shift in the way people shop for groceries,” says Colin Stewart, senior vice-president at Acosta. “While ecommerce is growing in this space, retailers still have a leg up, as our research has shown the majority of grocery shoppers are still making purchases in store and they find value in doing so.”

Acosta reports that 70 percent of frequent ecommerce grocery shoppers have children, and natural and drug channel consumers are the most likely to purchase groceries online.

Further, 59 percent of infrequent internet grocery shoppers, those who buy food online less than half the time, are likely to extremely likely to try a pure-play ecommerce site such as Amazon in the coming year.