Online supermarkets are on a growth path with Greek consumers choosing them for their purchases over physical stores.
According to figures published today by Convert Group, the total value of purchases from online Super Market last year it reached 306 million euros from 266 million euros in 2022, an increase of 15%. It is noted that this turnover does not include Q-Commerce players with their own warehouses such as eFood Market & Wolt Market which are constantly gaining share in the Greek market. Also noteworthy is the increase in the number of orders by 7%, as well as the average value of the products by 8%.
In terms of inflation, the company compared over 38,000 product codes sold in 2022 and 2023 and found that 14% of them saw sales price increases of more than 20% in 2023. In terms of categories, the highest price increases in 2023 were in laundry detergents with 19%, sugar with 18%, soft drinks with 17%. But there were also categories of products that saw devaluations in 2023 such as that of butter and margarine with 8% and baby skin care with 7%.
According to Convert Group, an interesting change in consumer behavior occurred in the 2nd half of 2023 and following the decision of a major market player to increase the minimum order value for free delivery from 30 euros to 100 euros. Consumers gradually began to increase their average order to avoid the extra shipping charge and consequently the average value of the e-cart of the whole market increased from 77 euros in June to 89 euros in December of the same year.
Also, with information from newsit, an increase of 1 point was observed in the percentage of spending going to private label products that amounted to 15% of all online purchases made in 2023.
Finally, Monday remains the most popular day for household online shopping, since 16.5% of total orders are made on that particular day, while over ⅓ of total online orders are made between 9pm and 9am, i.e. hours when physical supermarket stores are closed.
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