There’s no doubt that grocery shopping habits have changed over the past year, with more consumers trying online options for the first time. This year, US online grocery sales will surpass $100 billion, to make up 12.4% of the country’s ecommerce sales.

On today's episode, we discuss why shoppers like livestream shopping, why brands are keen to get involved, why it took off in China, and why it hasn't had as much success in the West—yet. We then talk about when Amazon Prime Day might be this year, Amazon considering opening a chain of discount stores, the top reason for online grocery shopping, and the places people typically begin their search when shopping for a product online. Tune in to the discussion with eMarketer senior researcher Man-Chung Cheung and analyst at Insider Intelligence Daniel Keyes.

Online grocery took off dramatically in 2020 as a result of the pandemic; that’s no surprise to anyone. According to our estimates, food and beverage was by far the fastest-growing ecommerce category in the US in 2020. Given its low penetration and high sales growth, digital grocery is the next big opportunity in ecommerce.

The growth of the online category accelerated beyond our previous expectations in 2020. Amid the pandemic, tens of millions of US consumers became online grocery buyers for the first time, according to our latest forecast on US grocery sales. In 2021, this behavior will go from trial to habit for many shoppers.

The pandemic has shifted the grocery landscape this year, accelerating digital groceries faster than we previously anticipated. Kroger—who’s digital investments over the years have helped the company navigate amid the pandemic—will see its ecommerce sales surpass $11 billion this year, growing over 79% in 2020.

Grocery ecommerce is continuing to have a moment as more consumers get in the habit of shopping this way.

Many mobile app categories saw a boost last year as more consumers spent time with their devices during quarantines. According to our estimates for smartphone app user growth, grocery apps, food delivery apps, and health/fitness apps were the three fastest-growing categories in 2020.

Digital grocery shopping. In 2019, only 39.0% of click-and-collect buyers were using the method to buy groceries. But last year, that share jumped to 58.0%, and it will reach 60.4% by 2022. A total of 88.9 million people will use click and collect to buy groceries in 2021. WHAT’S IN THIS REPORT?

DoorDash is dominating the digital food fight

Grocery and CPG Set to Benefit Most. Across Western Europe, digital grocery buying increased massively in the wake of the pandemic. In Italy, for example, groceries accounted for just 3.1% of ecommerce sales in 2019, or about €1.50 billion ($1.68 billion), according to Casaleggio Associati.

The coronavirus pandemic is pushing consumers to buy essential products digitally, rapidly accelerating the development of the online grocery industry in the US.

However, as digital experiences continue to innovate and evolve, there will be opportunities for artists and brands that offer something different from just a live feed of a concert. “It’s going to be a hybrid,” he said.

On today's episode, we discuss how stores will likely shape-shift, what happens to curbside pickup going forward, and how "virtual" shopping experiences are about to get. We then talk about whether "buy now, pay later" is sticking around, Amazon's emerging national grocery chain, and how Walmart+ is doing six months after launch. Tune in to the discussion with eMarketer director of forecasting Cindy Liu and analyst at Insider Intelligence Daniel Keyes.

The click-and-collect method for online shopping boomed in parallel with the generally exuberant embrace of ecommerce that characterized 2020. We estimate that US shoppers spent $72.46 billion via click and collect last year, accounting for 9.1% of all ecommerce sales. This year, those figures will increase to $83.47 billion and 9.9%.