A Survey of Consumer-Perceived Barriers to Online Grocery Shopping

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.

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