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According to Carrie Bienkowski, CMO of online grocery delivery service Peapod, basket size and purchase frequency are the leading factors that can make or break a grocery ecommerce company. “The only way to have a financially viable business that will survive for the long haul is to have a robust, larger basket and high purchase frequency,” she told eMarketer’s Tricia Carr. Bienkowski went on to discuss the Peapod features and industry trends that cause its customers to spend more.
eMarketer: What factors are driving the growth of grocery ecommerce this year?
Carrie Bienkowski: More consumers are choosing to cook at home instead of eating out. There are a lot of industry reports that reinforce this. We also did research of our own and found that in 2017, over one-third of US consumers are planning to cook dinner at home more often. Interestingly, this trend is driven by millennials. While they may not have grown up learning how to cook at home, they’re very interested in home cooking and meal preparation.
Retail Ecommerce Sales Share for the Top 10 US Companies*, 2018 (% of US total retail sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales Share, 2018 (% of US retail ecommerce sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales, 2016-2018 (billions, % change and % of total retail ecommerce sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Region/Country, 2017 (% of total retail sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Product Category, 2015-2017 (% of total retail sales)
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