A Bain & Co. study concludes the reason online penetration remains so low in the grocery category versus others is because in-store shopping is still far more convenient.
The findings based on a Google and Bain survey of more than 8,000 U.S. shoppers include:
Planning: While e-commerce sites should make researching, list building and list sharing easier online, consumers remain “highly-dependent” on analog tools such as combing circulars and writing lists on paper. . . . more