The online supermarket segment continues its impressive growth with the third quarter of 2021 being characterized by a significant increase of 60% in the value of sales compared to the third quarter of 2020, according to the report published by Convert Group.The following categories have increased in value (euro) of online shopping in July, August and September: +108% in pet products, +70% in bakery products, +69% in cosmetics and toiletries, +65% in beverages and soft drinks, +61% in stationery and cleaning supplies, +58% in fresh food, +57% in packaged foods, +57% in frozen foods, +47% on care products and foods for infants and children.
These data and many more valuable findings for greek online supermarkets are included in the quarterly report published by Convert Group, the leading company in the field of data and analytics for the Electronic Trade of Consumer Goods and Medicines, through the eRetail Audit platform.This platform creates value worldwide for hundreds of retailers and suppliers by allowing them daily access to commercial, marketing and technological data that play a key role in their digital shelf strategy. The eRetail Audit sample includes a total of 7 out of 9 key players, and all delivery platforms that work with online supermarkets accounting for 87% of the market.
In the third quarter of the year, the average consumer bought 36.4 products on each order, spending 76.30 euros (with VAT). A third of these products belong to the category of Fresh Foods, while it is worth noting that consumers bought an average of 1 additional product from the beverage and soft drinks category, compared to the first half of the year. Regarding the conversion rate of visitor to customer, there is a decrease of 0.3 percentage points in the third quarter of of 2021 compared to the second quarter, falling to 3.7%.
In marketing channels, 41% of the value of sales came from direct visits, which continue to grow in this quarter, with an increase of 9 percentage points compared to the third quarter of 2020. Now the preference of consumers to visit directly the e-mail address of retailers of their choice is clear, according to the results of this survey.
Regarding the devices preferred by consumers as a means of placing their orders, laptops and desktops decreased by 4 percentage points (59%) probably because the work from home decreased, which had greatly increased orders from these devices. Monday continues to retain the title of the most popular day for ordering, with the morning hours (11:00-12:00) gathering the most purchases on the online channel.
