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Study Shows Prices Per Item Dipped As Basket Quantities Grew

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Incisiv and Wynshop have revealed the findings from their State of Digital Grocery Performance Scorecard for July. Compared to June, the average price of an item in a digital basket decreased by $0.2 and the average basket size increased by 1.8 percent.

The report is available for download on Grocery Doppio, an independent source of grocery insights and data designed to help grocers jumpstart, accelerate and sustain digital growth.

Grocery Doppio brings together research-driven grocery content, fact-based observations and performance benchmarks to identify improvement opportunities for grocery retailers. The site is designed to help grocery and food executives optimize their digital and in-store channels and accelerate growth.  

The monthly “State of Digital Grocery Performance Scorecards” is one of the resources available on its website. The reports are built around data analysis of more than 1 million shopper orders and survey results from more than 14,000 shoppers and 1,400 U.S. grocery executives. 

Some of the key findings from the July 2022 Performance Scorecard include: 

  • Digital grocery sales continue to increase 
    • Nine percent of grocery sales were digital, a 5.7 percent increase from June.
  • Share of third-party sales continues to dip
    • Five percent of digital grocery orders were through third parties, a decline of 2.3 percent from June.
  • Digital basket sizes are rising
    • Average July basket size increased by 1.8 percent and by two items from June;
    • $75 is the new average basket size for a digital grocery order; and
    • Average price of an item in a digital basket decreased by $0.20 in July.

“After an inflation-driven dip in digital grocery sales in Q2, it is good to see strong digital growth return once again,” said Gaurav Pant, chief insights officer of Incisv and Grocery Doppio.

“Grocery shoppers’ initial response to inflation – spending less and buying fewer items – seems now to have been replaced with savvier shopping habits. Customers are being more selective about the items they choose and opting to buy directly from grocers rather than through intermediaries.”

To download Grocery Doppio’s “State of Digital Grocery Performance Scorecard: July 2022,” click here.

For more technology news from The Shelby Report, click here.

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