Can Online Grocery Sales Reach 50% Penetration?✨

By

Artur Stańczuk

November 3, 2024

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linkedin.com bcg.com

Summary:

BCG’s report, based on Forrester’s U.S. Online Retail Forecast and presented by Gregor Murray, highlights a rapid shift to online shopping in most categories, with grocery still trailing behind. Marketplaces like Amazon and Walmart show impressive growth as digital demand accelerates.

Deep Dive:

📊 Categories & Grocery Lag

Younger shoppers boost online sales for video games, electronics, and clothing.

Significant acceleration in grocery digital commerce penetration and volume sold online is expected within the next decade,

Will e-grocery reach 50% of sales within the next 10 years? Unlikely.

Will share if sales in some grocery categories reach 50%? Possibly.

🛒 Marketplace Momentum

Amazon marketplace sales make up 60% of its total volume, with a 13% revenue rise in Q2 2024.

Walmart marketplace sales grew 30%+ in the last four quarters, adding 20% more sellers.

UK retailer B&Q saw 40% of online sales from its marketplace in 2024.

Will grocery’s digital shift catch up with other categories?

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