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Most grocery shoppers are on YouTube, at 11 a.m., ordering cheese

A new study shows the ecommerce habits of consumers and what they prefer

A new report features insights based on a shopping index on the top-performing social channels and retailers for brands targeting grocery shoppers. The research, titled the 2023 Grocery eCommerce Benchmarks and Insights Report, was generated by MikMak, an ecommerce acceleration platform for multichannel brands. 

According to eMarketer, grocery ecommerce will be a $243 billion market in the U.S. by 2025. 

With this in mind, grocery is poised to be an important revenue stream for major retailers like Walmart and Target, as consumers continue to shift spending away from discretionary items to essentials.

Key insights and benchmarks highlighted in the report, include: 

  • Highest performing social channels: YouTube has the highest Purchase Intent Rate (PI Rate) at 5.2% (1.4 x higher than the category benchmark) for grocery brands, meaning consumers are most likely to continue to purchase from shoppable media displayed on YouTube 
    • Pinterest has the second-highest PI Rate at 4.2%
  • Highest performing retailers by purchase intent: Walmart drives the most in-market traffic for grocery brands among the top five retailers with 41.2% of Purchase Intent Clicks
    • Target and Amazon are second and third with 22.1% and 18.6%, respectively
    • Following the major retailers, quick delivery option Instacart yields 11.9% of shoppers and local option Kroger rounds out the top five retailers at 6.1%
  • When shoppers are spending based on purchase intent: Grocery shoppers are most likely to buy online Thursday at 1 p.m. ET/10 a.m. PT, compared to other ecommerce shopping occurring over the weekends and evenings
  • What shoppers are buying: The top purchases include a leading snack mix product, sliced cheese and a variety of single-serve coffees, with the average grocery cart having 12.4 items. 

“As more consumers use ecommerce channels for their primary grocery purchases, brands have to be more strategic on how they reach their target audience,” said Rachel Tipograph, founder and CEO of MikMak. “It’s more important than ever to understand the customer journey, their preferences and purchasing habits to position your brand and allocate spending successfully.”


Are you tracking your shoppers ecommerce habits? And if so, what are you learning? Let us know in the comments below, or email SN Executive Editor Chloe Riley at  [email protected].

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