May 16, 2016

The supermarket guide to online grocery competition

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Online Grocery Target

This important report – which offers the first evidence-basedassessment of the competitive landscape for online grocery – will helpsupermarket management teams effectively and successfully navigate theopportunities and challenges found in this space.

Based on surveys with 12,000 digitally connected groceryshoppers in three metropolitan areas across the US, it shows that the primary onlinecompetitive threat supermarkets face today doesn’t come from direct competitorslike Peapod that are trying to win the customer away, but rather from “BasketBandit” sites that siphon off sales, generating a steady stream of salesleakage.

Key Findings include:

  • Basket Bandit sites capture 84% of all onlinegrocery trips. They include Amazon, a wide range of online-only retailers likeBlue Apron,,,, etc., and the online “stores”of mass and club retailers.
  • The dominant player in online grocery is alreadyAmazon, even with AmazonFresh in limited roll-out.
  • Since 2013, the percentage of shoppers that havebought groceries from Amazon in the past 30 days has gone up 25% – it nowcaptures nearly half of all trips.
  • There is good news for supermarkets: In marketswhere supermarkets have established well-developed online grocery offerings,they can win a significant share of the online business.