More than Half of Internet Users Have Purchased Groceries Online

The coronavirus pandemic is pushing more US consumers to buy essential products digitally, rapidly accelerating the online grocery space.

We forecast that 52.9% of internet users will make at least one online grocery order through a digital channel in 2020.

But this trend will be short-lived: Year-over-year growth will slow to 4.9% in 2021 as consumers potentially feel safer entering brick-and-mortar stores again. Despite this, online grocery will have reached far more consumers than it ever would have if not for the pandemic.

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Correction: An earlier version of this article incorrectly cited some data reflected in the chart. We have since updated it.

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