Online sales in supermarkets can develop if consumers have further information about the offered products

Brazil and the United States present, respectively, 2% and 3% of the online sales rate in this sector. Simplus specialist points towards the lack of information regarding the products

Brazil still has an immense potential to be explored in the field of online supermarket shopping. While almost 90% of the population visits the chains to replenish their homes, only 2% of Brazilians choose the Internet to restock the pantry.

The numbers are result of a study conducted by the São Paulo Supermarket Association (APAS) in partnership with Ibope Inteligência in 2018. In accordance with Wellington Machado, CEO of Simplus, a company specialized in retail systems, the scarceness of information is the main stumbling block for the growth of the supermarket in e-commerce.

Today, the major challenge of the supermarket sector is to take that same experience the consumer has at the physical store and bring it to the brand’s site or application. For this reason, the main chains of Brazil met at the APAS head office to find ways of boosting online sales.

In accordance with Simplus’ CEO, the principal problem of the chains in the Internet is to identify the products that the consumer is interested in and to bring the information regarding each of them, such as origin if it is organic, etc. “In a digital experience, when the consumer looks for organic products, he wants to make sure of that quality,” Machado explained.

Focus on online sales

Currently, on average, a supermarket has a mix of close to 40 thousand items and to take this volume to the online environment is not an easy task. However, with the aid of technology and of specific tools, it is possible to improve the consumer’s digital experience. And investment in data scanning could be an answer.

This task can be done based on two fronts: in the receiving of products, when the packaging information can be captured by a software; and access to the commodity’s technical datasheet. In a survey conducted by Bain & Company in partnership with Google in the United States, it was confirmed that the supermarket is the first choice for 68% of the participants if they had to carry out online shopping. Of those who replied, 4% would choose an exclusively digital market and 11% decided for omnichannel brands.

To drive the numbers of online transactions, both in Brazil and abroad, Wellington thinks it is necessary to offer validated information and to itemize better the offering. “Today, retail is able to understand well its customer’s demand on account of loyalty programs. He can use this identification by combining customer awareness with the product he is looking for,” the CEO of Simplus concludes.