Despite its time and labour saving image, most British adults would rather steer clear of online grocery shopping.
According to research by Mintel, 45% of people simply don't see the point of online grocery buying, and over two thirds would rather do all their shopping at the local supermarket than make top-up visits after buying online.
But what of the people who do shop online? The study found that 35% of us do turn to our computers to shop for food, but only 11% of us do it exclusively or regularly.
Kiti Soininen, a Mintel senior retail analyst believes that the barrier to online grocery shopping is an emotional one: "For many shoppers, touching, feeling and even smelling food before purchase... is preferable over the online shopping route."
That's quite likely, but we would suggest there's a more easily-solved barrier: poor web design. The great advantage that grocery ecommerce has over real stores is that items should be much easier to find. But if you've tried shopping on some major supermarkets' websites, you'll know that a handful are so poorly designed that it would probably be quicker to visit the store in person.
And that's where a good web design agency should come in. If you want to make sure your online store isn't putting visitors off, please talk to us.
