One in five consumers now shop online on a daily basis, research from BuzzCity has found.
The research of 4700 consumers from 25 countries discovered that online food shopping has seen a 100 per cent increase, from eight per cent regularly shopping online for food and groceries in 2012 to 16 per cent in 2014.
It was discovered that more people are turning to the convenience of browsing different sites for better offers, although the same products are still available. This has led to a decline in the traditional weekly shop.
Dr KF Lai, founder and chief executive at BuzzCity, said: “The click and collect, reserve in store and next day delivery services that most brands now offer are a prime example of how retailers are fully maximising online as a complement to in-store shopping. This combined with consumers increasing confidence in online and mobile purchasing illustrated the blurring of boundaries between online and in-store shopping.”
The up-tick in online shopping also found that 27 per cent of shoppers, despite only browsing products online, would recommend sites to others, proving that a positive experience online can reap rewards for retailers.
Lai added: “Brands that create a positive online environment for their customers will succeeds it is clear that providing a superior experience encourages recommendation, loyalty and referral.”
Of all shoppers, 14 per cent say they shop weekly, while 18 per cent shop monthly and 19 per cent say they only shop ‘a few times’ annually.