Online Grocery Shopping Forecast To Reach $21 Billion In Value By 2016, Report Says

In the United States, online grocery shopping is forecast to expand from $15 billion to $21 billion by end of 2016, according to Forrester Research. Data from the market research firm’s report “Groceries 2.0” revealed a list of reasons for grocery shoppers’ reluctance to embrace online shopping. These include the inability to touch, smell, and feel fresh food products purchased online and not being able to avail of in-store promotions and discounts. Citing the experience of Walmart, the report identified challenges and opportunities for online grocers, such as the importance of marketing, the need to consider timing, and determining which products need to be available online.