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Ordering groceries online is a convenient way to save time and avoid crowded stores, yet many consumers still prefer to grocery shop in-person. Our research found that the 75% of consumers don’t use online grocery shopping due to either online vs. in-store pricing inconsistencies, restrictions of coupon-use, poor item quality, or high shipping costs. Other factors, like shipping speed, online security, and website/app usability, were much less of a concern for online grocery shoppers.

Many ads for beauty products feature a celebrity figure using the product, but to what effect for consumers? Our research shows that personal recommendations of beauty products as offered by friends and family are 4xs more impactful on purchase-intent than celebrity social media posts. Product price, online reviews, and product familiarity also drove consumer purchase-intent.