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Marketing Daily reports that new research from the Brick Meets Click consultancy says that bricks-and-mortar supermarket retailers that offer an online ordering option are generating higher basket sizes than so-called pure plays such as Amazon Fresh and FreshDirect.

According to the story, a study of 19 multichannel food retailers "finds that in more than half of the supermarkets, the average e-commerce basket is between $120 and $180. That compares to $105 for FreshDirect and $84 for Amazon Fresh."

Marketing Daily goes on to write that "the study comes at a time when interest in online grocery shopping is intensifying: Groceries account for about 19% of all consumer spending in the U.S., but typically as little as 2% of are bought online." But companies ranging from Walmart and Target to Ahold Delhaize have all doubled down on the e-grocery segment, investing in infrastructure and pledging to significantly grow their e-commerce sales.
KC's View:
I'm not entirely surprised by this, especially since a lot of the multichannel retailers are investing in click-and-collect operations that make e-grocery a lot more visible and accessible; they also have a base of stores and customers that can be used to grow the business.

I'm a little surprised by how low the Amazon Fresh average transaction number is; I thought I'd heard numbers that were a lot higher than that. But it also is important to remember that Amazon Fresh doesn't have to make a lot of money, since Amazon knows that people who use Amazon Fresh tend to be much bigger - and more profitable - Amazon users overall. This changes the equation in a lot of ways.

What I'm not surprised by is the idea that more retailers are taking the e-commerce segment more seriously. If they don't, they're not paying attention to the kinds of stories that are featured on MNB (and sure, elsewhere) virtually every day. To ignore the power and potential os this trend would be tantamount to believing that the world is flat.