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Gallup is out with a new survey suggesting that the e-commerce trend still “has not yet hit the retail grocery industry in a significant way.

“Nine percent of U.S. adults report their household orders groceries online for pickup or delivery at least once a month, including 4% who do it at least weekly. By contrast, almost all Americans say someone in their family shops for groceries in person at least once a month, with 83% going at least once a week … At this point, online grocery shopping appears to be an adjunct to retail shopping rather than a replacement, as most shoppers whose families purchase groceries online once or twice a month or more say they still visit a store to buy groceries at least once a week.”

The Gallup survey indicates that the younger and more urban you are, the more likely it is that you’ll shop for food online: “Fifteen percent of U.S. adults aged 18 to 29 say they purchase groceries online at least monthly, similar to the 12% among those 30 to 49 and 10% of those 50 to 64. These figures all contrast sharply with the negligible 2% of those aged 65 and older who shop for groceries online at least once a month” And, “Americans living in the eastern U.S. and those residing in cities are modestly more likely than their counterparts to use online grocery shopping technology.”
KC's View:
While the numbers may be lower than some might expect, Gallup suggests that rather than serving as reassuring to traditional grocers, these numbers actually highlight “the theoretically enormous potential for growth in the online grocery business,” potential that may be a lot clearer once Amazon’s plan to acquire Whole Foods is completed.

But let’s be clear. Once the deal is completed, it is not like everything is going to change overnight. And it isn’t like all physical stores are going to go away. It’ll just be the mediocre stores will be vulnerable, because there will be little reason to go there.