![[eMarketer] Grocery purchases go digital in the wake of pandemic](Article Images/Key Industy Images/Grocery shop.jpg)
[eMarketer] Grocery purchases go digital in the wake of pandemic
Food and beverage category recorded the highest online commerce growth in the USA in 2020 in the wake of COVID-19 according to a report by eMarketer.
Thee research firm posits that with its low penetration and high sales growth, digital grocery is the next big opportunity in ecommerce.
There is a projection that consumers will sustain this trend in 2021 due to a number of factors .
Integrated sales and marketing services provider Acosta in an October 2020 study found out that 58% of US grocery shoppers reported being comfortable using digital tools to assist with grocery shopping. While this comfort level varies by generation (from 71% among Gen Z and millennials to 35% among seniors over 75), these numbers are favorable for category growth.
The shift to online purchases of groceries is being fueled by ease of use and category awareness.
Read the full eMarketer article here
