17 September, 2021

28% jump in sales highlights the importance of focusing on online grocery services

Louise Taylor

The latest Brick Meets Click/Mercatus Grocery Shopping Survey has reminded retailers and publishers of the importance of maximising their digital offering. The August 2021 figures show a 28.4% jump in online grocery sales in the US. Shoppers spent $8.6 billion on groceries online during the month, compared to $6.7 billion in July. Year-on-year, the total value of sales during August rose by 4.9%.

The importance of digital

“The Brick Meets Click figures emphasise the value of having a slick, user-friendly digital offering for grocery shopping,” comments Northfork Co-founder Erik Wallin. “The jump of nearly $1 billion in a single month highlights how much is at stake.”

Dynamic, personalised recipe shopping has a key role to play here. By removing pain points from the shopping experience and adding the joy of recipe discoverability, publishers and retailers can attain more loyal, higher spending customers. It’s a win for all parties.

Making life easier

It is by making life easier that online grocery retailers are able to win over shoppers’ long-term loyalty. It’s easier to add an entire recipe’s ingredients to your basket in a single click or tap than it is to add them individually. And it’s easier to discover new meals that you want to cook when suggestions are curated based on your dietary preferences and ratings of recipes that you’ve tried previously.

“The personalisation of the online grocery experience delivers huge value,” points out Wallin. “That’s a cornerstone of the experience for retailers and publishers who want to maximise their digital offering.”

As Brick Meets Click Partner David Bishop points out, retailers can’t control the external forces (in this case, a rising wave of COVID cases in the US) that drive shoppers to buy groceries online. However, they can provide an experience that makes shoppers want to continue shopping online, even when they no longer feel they have to.


About the author

Louise Taylor

Louise is Northfork’s editor and is passionate about all things food.