Vaccine May Not Alter Digital Shopping Trend

Now accustomed to online food ordering, consumers plan to stick with it, study finds.

January 13, 2021

NEW YORK—As vaccination numbers rise in the United States, consumers are beginning to see a light at the end of the tunnel, but it might not be positive enough to change shopping attitudes, reports.

In “Mapping Consumers’ Return to the Physical World: Why Digital-First Behaviors Are Here to Stay,” Pymnts’ Pandenomics research found that more consumers will continue to shop for food online even after getting vaccinated.

The study found that 54% of consumers who now routinely shop online since the pandemic started are very interested in vaccination. Of these, 75% will not return to in-store shopping like they did before March 2020. Rather, they will stick to online food ordering.

For retailers, those numbers mean a need to continue digital shopping options and investments in digital innovations, even as the risk for COVID-19 is expected to drop. Digital options should also include mobile ordering and purchase, mobile order-ahead and the ability to order food via aggregator, researchers said.

The study also found that 41% of consumers indicated they did more mobile shopping now than before March 2020. Thirty-nine percent of these are using mobile order-ahead for food more, while 29% are placing food orders via aggregator more than prior to the pandemic.

To learn more about last-mile services, read “Covering the Last Mile” in the January 2021 issue of the NACS Magazine.

Coronavirus Resources

NACS has compiled resources to help the convenience retail community navigate the COVID-19 crisis. For news updates and guidance, visit our coronavirus resources page.