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Around 7% of US consumers shop online for groceries

Despite living in the age of e-commerce, the market for online fresh produce is progressing slowly, but that may change soon. Only 7 percent of U.S. consumers shopped online for groceries in the last month, according to The NPD Group. The biggest barrier? Being able to pick out one’s own fresh products.

The Port Washington, N.Y.-based research firm’s “The Virtual Grocery Store” study noted that online grocery shopping will grow at a faster rate than the early online pioneers, as consumers have already experienced the convenience of online shopping.

“In fact, 20 million consumers who are current, lapsed or new to online grocery shopping plan to increase their virtual shopping for foods and beverages over the next six months,” the study said.

However, in addition to wanting to select their own fresh food, many consumers simply enjoy shopping for groceries in a brick-and-mortar store, saying that walking the store reminds them of what else they need, or reveals new products to them. Additional barriers included higher costs associated with online grocery shopping – such as delivery and membership fees – and having to wait for delivery. 

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