Online Grocery Shopping Faces Adoption Challenges

 CHICAGO — U.S. consumers are embracing technology in all areas of their lives, but online grocery shopping still faces several barriers to entry.

According to The NPD Group, only 7 percent of U.S. consumers shopped online for groceries in the last month. The biggest obstacle is the ability to pick out fresh products.

In addition to wanting to select their own fresh food, many consumers simply enjoy shopping for groceries in a brick-and-mortar store, saying that walking the store reminds them of what else they need, or reveals new products to them. 

Other barriers included higher costs associated with online grocery shopping — such as delivery and membership fees — and having to wait for delivery. 

"Brick-and-mortar stores aren't dead; they will just need to step up their game," said Darren Seifer, NPD food and beverage industry analyst. "There will continue to be a large percentage of the population who will prefer to shop at brick-and-mortar grocers."

To read the full story, check out Convenience Store News' sister publication, Progressive Grocer.