Could trial offers be temporarily driving online grocery sales growth?

According to the Brick Meets Click/Mercatus Grocery Shopper Survey, online grocery sales increased by 4.4% in April, reaching $8.5 billion. This growth was primarily driven by an increase in ship-to-home grocery delivery. Pickup sales also saw a 2.1% increase, and average order value rose, despite a decline in active monthly users. Delivery sales experienced a 4.3% increase, thanks to an expansion in monthly active users across all age groups. Mass retailers like Walmart played a significant role in this growth by expanding their delivery services. Ship-to-home sales saw a double-digit increase of 10.2% compared to the previous year, driven by a substantial increase in average order volume. However, order frequency declined for monthly active users in this category. Ship-to-home sales accounted for 18.7% of online grocery sales, while pickup and delivery made up 43% and 38.3% respectively. The report also highlighted the shift of shoppers to mass retailers like Walmart, with traditional grocers capturing a smaller share of online orders. The report suggests that grocery executives should rely on technology partners to enhance the shopping experience, both online and in-store. [Extracted from the article]