YouTube is the platform with the highest grocery purchase intention rate among Americans! Walmart has the highest traffic!

Grocery Shoppers Are On YouTube Asking For Cheese, a new report based on the shopping index of brands targeting grocery shoppers on the best performing retail and social channels. The study, titled 2023 Grocery E-Commerce Benchmark and Insights Report, was generated by MikMak, an e-commerce acceleration platform for multi-channel brands.

According to eMarketer, grocery e-commerce will be a $243 billion market in the United States by 2025. With this in mind, groceries will become a major revenue driver for major retailers like Walmart and Target as consumers continue to shift spending from discretionary items to essentials.

Data shows:

• Top Performing Social Channels: YouTube had the highest purchase intent rate (5.2%), 1.4 times higher than grocery brands, meaning consumers are more likely to go on to purchase from shopping media shown on YouTube.

  • Pinterest has the second highest PI rate at 4.2%

• Top Performing Retailers by Purchase Intent: Walmart drove the highest marketplace traffic for grocery brands among the top five retailers, with a purchase intent click-through rate of 41.2%.

  • Target and Amazon ranked second and third with 22.1% and 18.6%, respectively.

  • After the major retailers, Instacart attracted 11.9% of shoppers, with Kroger rounding out the top five with 6.1%.

• When shoppers spend based on purchase intent: Grocery shoppers are more likely to shop online on Thursdays at 1 p.m. ET or 10 a.m. PT compared to other e-commerce purchases on weekends and evenings.

• What shoppers are buying: The most purchased products include snack mixes, sliced ​​cheeses and a variety of single-origin coffee staples, with an average of 12.4 items per purchase.

Rachel Tipograph, founder and CEO of MikMak, said: “As more consumers use e-commerce channels to purchase their primary groceries, brands need to be more strategic in how they reach their target audience. It is more important than ever to understand your customers’ preferences and purchasing habits to successfully position your brand and allocate spend.”

Editor ✎Estella/

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