Even before the COVID-19 pandemic, consumers reported convenience and time savings as the most important motivators driving online produce purchases. And yet, we still overwhelmingly shop in-store, especially for fresh produce.
Retailers know they will have more success the better they know their customers.
The vast majority of consumers surveyed said they’re new to buying produce online. Seventy-three percent said they started just in the past 12 months, and while it is commonly reported that consumers don’t trust online shopping, the survey found that 82 percent said they would continue their online produce purchases.