One in four abandon online shopping

Consumers are abandoning online grocery shopping in favour of conventional supermarkets because of high costs and poor service, according to a new report.

Tesco has the highest percent of online shopping
Tesco has the highest percent of online shopping

Despite the growing popularity of online shopping, more than a quarter (27%) of people that have used online grocery shopping have since returned to bricks and mortar stores, according to new research from ConsumerIntelligence.

The study found that a supermarket’s brand and reputation do not matter when shoppers select an online grocery provider, as shoppers choose based on practicalities such as price, product availability and customer service.

The main reason given for ceasing online grocery shopping is that shoppers like to be able to see and touch what they are buying. Shoppers are also put off online grocery by poorly substituted products.

Tesco currently has the highest proportion of online shoppers (32%), according to the report, followed by Asda, (30%) and Sainsbury’s (25%). Shoppers of Waitrose Deliver (22%) and Ocado (24%) report the highest satisfaction levels.

Ian Hughes, managing director at, says: “Online grocery providers cannot rest on their laurels as there are a number of people who have been turned off online grocery purchases by the high cost of delivery or poor food substitutes.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here