Online purchases from supermarkets steadily growing, report

1 February 2016
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Social media and smart phones are having an increased impact on supermarket sales, a report by the Institute for Research of Retail Commerce Consumer Products (IELKA) said on Monday.

The annual report of IELKA, based on a sample of 2,000 persons, highlighted the significant changes of Greek consumers and focused on the penetration of e-commerce on supermarket sales and in general the impact of Internet, social media and new technologies on the sector.

The results showed there were two trends: the impact already having digital media and the prospects of online sales. The report showed that 24 pct of consumers were actively searching for information on prices through the Internet before making any purchases, a 23 pct was taking information through e-media, a 18 pct through social media and a 5.0 pct through their smart phones.

A 16 pct of supermarket customers said they had made a purchase through the Internet in 2015 (mainly food, personal hygiene, detergents, baby products, pet products, home products and beverage, coffee and packaged food. A 24 pct of respondents said they would make online purchases this year of products they used to buy traditionally in store last year, a percentage highlighting the dynamism of e-commerce in the sector. These consumers are mostly young families with children, young couples or singles living in urban centers, e-shoppers and people searching for offers and special discounts.

The percentage of systematic online consumers for supermarket products rose to 4.0 pct in the 2013-2015 period and it is expected to surpass 5.0 pct by 2017. Online sales by supermarkets globally are expected to grow from 36 billion US dollars in 2014 to 100 billion by 2018.

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