The “eCommerce ON” study, carried out by Kantar, points out product selection and their quality as obstacle for online shopping
Even with the e-commerce growth in Brazil, half of consumers have never shopped for groceries in a digital environment. This is the “eCommerce ON” survey result, a study produced by Kantar, which indicates a low engagement in this purchasing modality – 7% of the participants have shopped online but would not do it again.
Among women, 54% did not have any kind of experience with online grocery shopping and 12% justify saying that it is out of fear, while for men this percentage is of 8%. According to Kantar, the main concerns for this kind of shopping are the delivery (27%), not being able to select the products (18%) and quality (15%).
Yet, 30% of Brazilians that have never shopped online for groceries show interest in adhering to this e-commerce model. According to the survey, among men from the A class, over 64% of them have already shopped online in supermarkets and 47% intend to continue to buy on the internet, as well as 39% of women from this social class.
The “eCommerce ON” survey is carried out in 14 countries, with 16 macro-categories, which analyzed over 100 thousand online purchases as well as the behavior of 27 thousand digital environment buyers.