Social shoppers shun online grocery stores

The online grocery market has failed to “lift off ” because consumers prefer the social side of shopping, a report has found.

Almost half of consumers have tried online grocery shopping but only 15 per cent do so a few times a month, Yougov said.

The majority of online shoppers go to supermarkets to top up their groceries during the week, it added.

Stephen Harmston, head of Yougov Reports, said: “Despite online grocery being around for years, we’re still waiting for the ‘lift off moment’ that has characterised other industries, such as fashion and home retail.”