U.S. consumers' satisfaction with online grocery shopping rises, demand for fast delivery surges

It is learned that on February 18, according to foreign media reports, according to the latest research from Feedback Group, American consumers' satisfaction with online grocery shopping continues to grow.

The research shows that supermarkets perform particularly well in this area, with online shopping satisfaction at 4.45 (out of five), higher than the overall average of 4.24 and ahead of other retail channels such as mass retail (4.25) and club stores (4.18), and also higher than Amazon’s 4.32, demonstrating supermarkets’ strong advantages in convenience, fulfillment services and customer experience.

The survey further confirms that online shopping has become part of consumers' daily shopping, with about 79% of grocery shoppers saying they plan to continue or increase online shopping in the next year. It is worth noting that supermarket delivery models are also changing, with 52% of respondents choosing home delivery, surpassing the self-collection model (48%) for the first time. This trend reflects the rising demand for convenient delivery services among consumers, especially after the epidemic, when shopping at home has become the norm.

Brian Numainville, head of Feedback Group, said supermarkets continue to lead the online grocery market through investments in e-commerce, and excel in convenience, fulfillment efficiency and customer service. Although consumers are highly satisfied with online shopping, there are still some areas for improvement. For example, 30% of shoppers reported that they did not receive all the items they ordered, while 11% of shoppers said they needed to purchase some out-of-stock items themselves. In addition, although 73% of shoppers said they were confident in the quality of agricultural products ordered online, this proportion was lower than other categories.

Consumers' expectations for online grocery shopping continue to rise, especially in terms of service speed and sustainability. The survey shows that 44% of shoppers are willing to pay extra for guaranteed delivery within two hours, indicating that fast delivery is an important requirement for them when shopping online. At the same time, a quarter of shoppers (25%) said that sustainability and recyclable packaging have an important influence on their shopping decisions, which means that environmental protection has become one of the key factors in consumers' purchasing decisions.

Interestingly, older shoppers are generally more satisfied with online grocery shopping than younger generations. Baby boomers are the most satisfied (4.36), followed by Generation X (4.26), while Millennials (4.16) and Generation Z (4.05) rate service relatively low. Feedback Group notes that younger shoppers have a higher expectation for a seamless online experience and may therefore have higher requirements for online grocery service.

Author ✎ Rayna/

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