Top 5 Factors that Impacted Online Grocery Businesses in 2019

As we close the book on 2019, brick-and-mortar drove the vast majority of grocery sales—particularly for fresh food—yet e-commerce maintained its meteoric rise.

This push-and-pull between the consumer packaged goods (CPG) industry’s brick-and-mortar foundation and e-commerce growth engine didn’t lure shoppers completely out of stores but encouraged them to dabble. Considering three-fourths of American adults buy both online and offline, grocers can better activate the levers to meet consumers where they are and encourage grocery shopping on their e-commerce platforms.

Understanding the factors that drove shoppers online purchase decisions in 2019 will help online grocers stack success in 2020.