Grocery shoppers tend to make fewer impulse purchases online than they do in-store, potentially resulting is smaller basket sizes, according to new research.

In a survey of 1,154 online grocery shoppers conducted by eDigitalResearch, 29% of respondents suggested that they make far fewer impulse purchases online than when in a store, compared to 7% who said the opposite.

Derek Eccleston, commercial director at eDigitalResearch, warned retailers that the continued growth of eCommerce could result in "overall spend shrink", and advised them to work closely with suppliers to better understand the new breed of grocery shopper.

"They need to know how they shop and why, as well as what makes them buy what they do – in an effort to encourage online shoppers to spend more," he explained.

The research also indicated that online shoppers are more likely to switch amongst various brands compared to their in-store counterparts. Of those online grocery shoppers surveyed, 10% said they always stick to the same brands for particular items – which suggests there is a significant opportunity to influence consumers' purchasing decisions and disrupt their online journeys.

Eccleston added: "When it comes to buying food and drink, by understanding changing online consumer behaviours and what makes online grocery shoppers tick, suppliers and supermarkets will be able to better influence online purchase decisions, increase spend an minimise the threat that the growth of online grocery shopping poses."

E-tail trade body IMRG and consultancy Capgemini released its e-Retail Sales Index, this morning, which showed that online retail sales in May were up 17% year-on-year. An estimated total of £8.2 billion was spent online during the month, with British shoppers seemingly splashing out on new clothing and electrical items to enjoy the football World Cup.

The study suggested that both the electricals and clothing sectors surged 19% in May.

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EDigitalResearch

IMRG

Capgemini