Kantar Worldpanel Reveals Global E-commerce Grocery Market has Grown 15% to $48bn - Seite 2

Online generates more loyalty 

Once shoppers have begun shopping online they are more likely to continue doing so. Among this group in the UK, almost a quarter (23.3%) of all spend is through e-commerce, resulting in fewer trips to physical stores.

Impulse needs encouraging 

Comparative research across the UK, France and China has shown that one year after starting to shop online, shoppers in the UK and France spent less overall (-2.4% and -1.4% respectively), this is because there is less impulse shopping. Brands need to work on driving impulse purchase online - for example by making suggestions for complementary products. In China, 50% of FMCG's online sales is beauty, it is seen as a prestige occasion and they actually had an increase in sales after one year (+8.1%).

Online shopping baskets are usually bigger  

Shoppers generally spend more per trip online than they do offline, so potentially this could be a lucrative group to win. In the UK for example, the average shop online is $59 compared to $15 in-store.

Brands that make it onto online shopping lists are more likely to stay there 

Kantar Worldpanel data shows that 55% of online shoppers use the same shopping list from one purchase to the next. Brands need to focus their efforts on getting onto that list.

ENDS 

Link to the report  

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About Kantar Worldpanel 

Kantar Worldpanel is the global expert in shoppers' behaviour.

Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel inspires successful decisions by brand owners, retailers, market analysts and government organisations globally.

With over 60 years' experience, a team of 3,500, and services covering 60 countries directly or through partners, Kantar Worldpanel turns purchase behaviour into competitive advantage in markets as diverse as FMCG, impulse products, fashion, baby, telecommunications and entertainment, among many others.

For further information, please visit us at http://www.kantarworldpanel.com.

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About Kantar 

Kantar is one of the world's leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at http://www.kantar.com

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