50% of Americans have now purchased groceries online

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 16, 2020, 2:55 AM UTC

Pinterest shares new insights into online grocery shopping, predicting a wider shift among consumers in e-commerce behaviour.

As per the report, 50% of US consumers now have bought groceries online since the pandemic broke. This is a 40% jump over last year. It could “cause a lasting step change” in the grocery sector of e-commerce as consumers who never shopped groceries online are now comfortable doing so.

The number of online purchases through Pinterest increased nearly 70% month-on-month in March 2020 for grocery retailers. Further, 26%-67% of Pinterest users are more likely to use a digital fulfilment option for grocery shopping.

Over 60% of Pinners are early tech adopters, according to Pinterest. This article states if the significant growth in e-commerce remains, companies could be forced to re-evaluate their digital options and find new ways to meet consumers.

Read the original article

[2 minute read]