Consumers in France Embrace In-Store Grocery Shopping - eMarketer
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Consumers in France Embrace In-Store Grocery Shopping

Just 5% said their last grocery purchase was made digitally

April 5, 2017 | Retail & Ecommerce

No matter their gender or age, internet users in France are committed to buying groceries primarily in-store. Just 5% said their last grocery purchase was made digitally, according to a February 2017 survey from Promise Consulting.

Demographic Profile of Internet Users in France Who Purchase Groceries In-Store* vs. Digitally, Feb 2017 (% of respondents)

Indeed, fully 95% of internet users in France said their most recent grocery purchase was made in-store at supermarkets and hypermarkets like Auchan, Carrefour, E.Leclerc, and Géant.

This may not bode well for companies like Amazon, which recently announced it was going to roll out its Prime Pantry service in France and Belgium.

Temptations like free delivery and specific arrival times may help, but the company will need to overcome low levels of enthusiasm for buying grocery items online.

A separate study from Mappy, which looked at grocery ecommerce adoption among digital buyers in France, found a higher rate than the Promise survey—though the percentage was still low.

Some 19% of digital buyers ages 18 to 64 said they had made a digital grocery purchase in the previous 12 months.

Ben Clague

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