Online Grocery Shopping – A Noteworthy Trend

It should be no surprise to read that people are spending more time on mobile devices than they were just a couple of years ago. Just a look around.  People on the streets, in restaurants, and even out on the trails, are all looking at a tiny screen.   A study by Nielson confirms people are now spending twice the time then they were two years ago on their mobile device.  From 2014 to 2016, time on mobile devices went up from 59 minutes to 2.25 hours per day.1

Folks go online for a lot of reasons including connecting with others, researching people, places and products, and to transact.  Music, banking and publishing are just a few of the industries that have been disrupted by mobile technology.  And possibly for the better, as most people agree with the statement that their life is better with a mobile device.2

If you are a food producer, the next trend in mobile technology should make you pause and evaluate the possible impact on your business.  A recent report from The Nielsen Company and Food Marketing Institute, found that 23% of American households are buying food online today.  And a whopping 72% of shoppers surveyed expect to buy groceries online in the future. 3

It’s no longer enough to have a website and/or Facebook presence.  Once a shopper finds you online, they want to be able to view available products and then make a purchase.  Your website, Facebook page, and even your presence at a farmers market are all great marketing tools that will generate leads for sales.  Now it’s time to convert those leads into transactions, and studies show online shoppers are more willing than ever to take that step.

Several options exist for selling online.

  • Website shopping carts offer the ability to sell through a website.  Their pricing plans are typically a combination of subscription + credit card fees. Shopping carts are optimized to sell and then ship single discrete products.  Standard website shopping carts are not optimized for selling local food, especially items such as CSA’s with pick up or delivery options.
  • CSA ware exists, but is limited to selling CSA’s, not value added products.  And the cost is high, up to 2% in addition to credit card fees, with a minimum fee amount.
  • Food4All.  Food4All is built to sell CSA’s, value added items and discrete food products for pick up or delivery.  Food4All provides sellers with a free website and Facebook shopping cart, free mobile point of sale system, and a marketplace where local shoppers can find local food producers.

It’s time to benefit from your marketing efforts by making it easy to convert online shoppers to online buyers.  If 72% of shoppers expect to buy groceries online in the future, you can’t afford not to.



1 – Nielsen Total Audience Report, Q1 2016

2 – Nielsen Mobile Money Report, 2016

3 – FMI Nielson, The Digitally Engage Food Shopper, 2017