eMarketer is out with projections saying that e-grocery will grow to more than "$100 billion in spending for the first time in 2021, a full year ahead of previous estimates."
By 2024, eMarketer says, e-grocery sales are expected to almost double again, to $187.7 billion.
The projections concede that current e-grocery spending levels are ahead of earlier predictions largely because of pandemic conditions that made shopping for groceries online preferable to going to stores in many cases. But eMarketer suggests, a significant portion of that business will stick and continue to grow - likely dependent on higher purchase frequency and higher transaction amounts rather than new customers.
- KC's View:
The only conclusion with which I might quibble is the one about new customers. At least in the long term, there could be a lot of potential e-grocery customers coming into the market as young people - who do everything online - become core grocery shoppers.
These projections, in the end, could be low.