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Shift from Online Delivery to Store Pickup

03/21/2021

The Brick Meets Click/Mercatus Grocery Shopping Survey showed a February swing from January for online orders with home delivery to online orders with pickup. Online grocery sales attained $8 billion in February, approximately 14 percent lower than in January.  In contrast, the pickup volume increased to $6.1 billion representing 75 percent of all online grocery sales.  Total active online grocery users fell to 60 million in February with the highest proportion of non-participants in the over-sixty age group.  It is possible that this demographic having been vaccinated is now returning to in-person shopping after a year of COVID confinement. 

 

Average order value for online home grocery purchases rose four percent in February compared to January with the pickup segment averaging $82 in February.  The average order value for ship-to-home orders increased by 11 percent in February with the pickup orders growing at one percent compared to January.  This survey determined that 58 percent of households were satisfied with delivery and pickup fir their online orders.