But web shoppers shop less often
The British spend more when doing their grocery shopping online than in stores, according to a study by Lightspeed Research.

Almost 60 per cent of Britons who do their main grocery shop online spend between£51 and£100 on each shop, compared with 42 per cent of offline shoppers.

The survey revealed that online consumers tend to shop less frequently than those offline in supermarkets, but correspondingly spend more.

Supermarket giant Tesco is by far the favourite, with 71 per cent of online shoppers having used the service.

Waitrose online is preferred to in-store, with 14 per cent of shoppers using the retailer for their main online shop, but only 2 per cent would actually go to the supermarket.

Lightspeed chief executive officer David Day said: 'Grocery retailers need to understand the different purchasing patterns of their online- and store-based customers. Our research highlights the growing move to home delivery for groceries, as well as a wide range of other products sold in supermarkets.

'It is now time for retailers to ensure customer loyalty is strengthened in all sales channels equally to retain and grow market share. The online channel is allowing retailers a fresh opportunity to expand their reach, even if they don't have a large number of bricks and mortar outlets.

'There are also lessons here for manufacturers, who now need to focus on online retail as a key distribution channel for their products.'

Topics