Interest in online shopping has been growing rapidly since the start of the pandemic. Sales of everyday products, so-called FMCG, including food, are developing particularly fast – according to the latest Nielsen study.
The shopping basket of an internet user in Europe, filled with the most essential items, is worth 61% more than that of a traditional consumer. Global online FMCG sales are growing four times faster than offline sales. Experts from Farmy Świętokrzyska point out that online consumers are looking for local products of good quality, preferably with certifications. Research conducted by the University of Zielona Góra indicates that such purchases are driven primarily by convenience, the uniqueness of products and local sentiment.
The grocery shopping segment online in Poland is still relatively small, but it has great potential for growth. Nielsen experts indicate that the pandemic is accelerating the development of consumer trust in such shops, which otherwise could have taken years.
- The Covid-19 pandemic has only accelerated a trend that had already been on the market for a long time. Buying electronics, books or clothes online is normal for most of us. Increasingly, this also applies to groceries. All the more so because online it is much easier to buy local, less processed products in one place. This makes it possible both to support domestic brands and to live more ecologically, because by shortening the distance from producer to consumer we reduce our carbon footprint. According to the Nielsen study, during one-off online purchases we spend more than in physical stores. This shows that we buy more at once, which also reduces transport and environmental costs – says Łukasz Gębka, President of Farmy Świętokrzyska.
Convenience, but also nostalgia
Convenience, but also nostalgia
What motivates e-commerce online shopping?
According to research conducted by scholars from the University of Zielona Góra, local product purchases online are motivated primarily by convenience (35%). Next in line is access to unique products that are less often found in traditional retail (30%). At the same time, customers emphasize that when shopping online they can choose from a wider assortment of such items (29%). A very important factor also turns out to be a fondness for local products, indicated by 28% of all respondents.
- In times of globalization, when we can buy the same food products in almost every corner of the world, demand for local articles is growing. Blind consumerism already bores many people, and the number of increasingly aware customers is growing – people who want to take care of both their health and the environment. Many of them left their smaller towns for big cities and are simply starting to miss regional flavors. Fortunately, today most of these things can be bought online, and the market is developing quickly – says Łukasz Gębka.
What motivates online shopping?
One fifth of customers are motivated to buy local products online by time savings, the chance to choose a delivery time and the feeling that they are supporting local producers. The ability to shop 24/7 is an advantage for only 10% of consumers.
Summary
The pandemic accelerated the growth of online shopping, especially in the FMCG segment. An internet user's basket is worth 61% more than a traditional consumer's. Online sales are growing four times faster than offline. Experts point out that customers are increasingly choosing local products with certifications.
According to the University of Zielona Góra research, the main motivators are convenience (35%) and the uniqueness of products (30%). Łukasz Gębka from Farmy Świętokrzyska emphasizes that online shopping supports domestic brands and reduces the carbon footprint.
