西欧的食品电子商务：消费者想要什么？（英文版）_12页-1mb

Grocery e-commerce in Western Europe: What do consumers want?

Core Content

This study by Precima explores the current state and future potential of online grocery shopping in Western Europe, focusing on the UK, Spain, the Netherlands, and Germany. It provides insights into consumer behavior, preferences, and the challenges facing grocery retailers in transitioning to e-commerce.

Key Findings

• Online grocery shopping is growing but still limited: Only 24% of shoppers in Western Europe buy groceries online, with 8% shopping exclusively online and 16% combining online and in-person shopping.
• In-person shopping remains dominant: 92% of respondents still prefer to buy groceries from physical stores, highlighting the importance of brick-and-mortar retail.
• UK leads in online grocery shopping: The UK has the highest percentage of online grocery shoppers (39%) compared to other Western European countries.
• Online shopping is not yet widely accepted: In the Netherlands and Germany, 80% and 79% of shoppers have never considered online grocery shopping, respectively.
• Spanish shoppers show the most potential: 52% of Spanish shoppers say they shop online when time-starved, and 33% plan to shop more online next year.
• Consumer concerns hinder online adoption:
  • Fear of lower quality and expiration of fresh products
  • High shipping fees
  • Preference for in-person inspection of fresh produce
  • Perception of better in-store deals
  • Lack of trust in others picking their groceries

Main Points

• Omni-channel shoppers are the most profitable: These shoppers spend the most on groceries and represent 16% of the market.
• Younger consumers are more open to online shopping: 32% of online shoppers are aged 18–34, while 68% are 35+.
• Higher income associated with online shopping: Online shoppers in Spain, Germany, and the Netherlands have an average income of €59.53K, compared to €50.22K for in-store shoppers.
• UK shoppers are more satisfied with online options: 83% of UK online shoppers are satisfied with their produce, and 57% report lower prices online.

Opportunities for Retailers

• Lapsed online shoppers can be reconverted: 24% of UK shoppers have stopped shopping online, and re-conversion could significantly boost online sales.
• Personalized offers and satisfaction guarantees are key to attracting brick-and-mortar shoppers to online platforms.
• Faster delivery, lower shipping minimums, and convenient return policies can increase the likelihood of shoppers transitioning to online.
• Spain and the UK show the most potential for increasing online grocery shopping, especially when these factors are implemented.

Recommendations for Retailers

• Develop a holistic omni-channel strategy: Understand consumer preferences and the reasons behind their shopping habits.
• Invest in online assortment and fulfillment: Ensure a wide range of products and efficient delivery processes.
• Personalize online offerings: Use data analytics to tailor promotions and content to individual shoppers.
• Convert exclusive brick-and-mortar shoppers: Offer incentives and improve online experience to increase basket size.
• Learn from the UK experience: Implement satisfaction guarantees and optimize product assortment for online and in-store.

Future Outlook

• Online grocery is expected to grow: By 2021, it is projected to account for 2.1% of total grocery sales in Europe and 7% in the UK.
• Home delivery is the most popular online option: It is the preferred method for most online shoppers.
• Pickup at the shop is less common in Europe: Only 1% of European shoppers use this option, in contrast to its rising popularity in North America.

Conclusion

Despite the maturity of e-commerce in Western Europe, the majority of shoppers still prefer in-person grocery shopping. However, the growing demand for online grocery, particularly among younger and more time-constrained consumers, presents a significant opportunity for retailers to expand their online offerings and create a seamless omni-channel experience. By addressing key concerns and leveraging data-driven strategies, retailers can attract more customers to their online platforms and increase profitability.