Grocery e-commerce, while still small in Australia, represents a major opportunity for retailers. Nielsen Homescan reveals that the average basket size of an online shopper is close to $100 - more than double that of the average basket shopped in a physical store.
And, with no space constraints and no hassle of packing and unpacking the car, consumers are also inclined to buy more items online. The actual number of items purchased per trip is more than double the regular shopping trip in-store. The majority of online shopping missions are classified as a main shop; but despite larger basket sizes, the number of average trips in a year is still lower than in-store shopping occasions. In most cases, smaller top-up occasions and emergency trips are still made in physical stores.
Driving online growth hinges on encouraging more shoppers to buy online and winning the loyalty of existing online shoppers. In order to do this, retailers need to know how to best build and maintain consumer connections in this rapidly changing e-commerce environment. Better systems, scale, experiences, and experimentation are the keys to growth for brands and retailers.