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Digital Groceries Sales Grow

Specialty Food Association

The average price per item in a digital basket decreased by $0.2 compared to June of this year while basket sizes increased by 1.8 percent in the same timeframe according to recent findings from Inicisiv, an industry insights firm, and Wynshop, a digital commerce and fulfillment solutions company.  Their monthly State of Digital Grocery Performance Card for July 2022 also found digital sales to be on the rise compared to the previous month: up to 12.9 percent from last month’s 5.7 percent digital grocery utilization.

Concurrent with the basket side increase of 1.8 percent is also the new finding that for July of this year, the average basket size for a digital grocery order totaled $75.

"After an inflation-driven dip in digital grocery sales in Q2, it is good to see strong digital growth return once again," said Gaurav Pant, chief insights officer of both Incisv and Grocery Doppio, a digital resource for grocery insights, in a statement." Grocery shoppers' initial response to inflation—spending less and buying fewer items—seems now to have been replaced with savvier shopping habits. Customers are being more selective about the items they choose and opting to buy directly from grocers rather than through intermediaries."

Some other key findings from the report also found that the market share of third-party apps decreased: 22.5 percent of digital grocery orders in July were made through third parties, down 2.3 percent from June.

"Digital grocery continues to robustly expand, despite the re-opening of physical stores post-pandemic," said Charlie Kaplan, chief strategy officer of Wynshop, in a statement. "Counter-intuitive outcomes like this underscore the importance to grocery decision makers of having a regular, highly-reliable source of information so that they can optimize their digital strategy and continue to refine their omni-channel order and fulfillment capabilities."

The data was collected from an analysis of 1.1 million U.S. shopper data taken between January 1 and July 31 of this year; an additional 14,290 shoppers and 1,432 grocery executives were surveyed over the time period.

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