Grocery e-commerce shopper penetration by generation U.S. 2021
E-grocery penetration rates increased across all generational cohorts in the United States between February 2020 and February 2021. During the 26 weeks ending February 20, 2021, shopper adoption of e-commerce was around 8.3 percent for the cohort of 36 to 45 year-olds, versus 3.6 percent for shoppers over 66 years of age.
