In Italy, most grocery brands operate through physical and digital channels. In 2022, shoppers expressed different preferences when it came to in-store and online purchase experience. Esselunga was the most popular grocery brand among online shoppers, with 43 percent of preferences. However, only 38 percent of respondents shopped at Esselunga's stores. A gap of five percentage points between online and in-store shopping was reported for Coop, as 22 percent of surveyed consumers bought their groceries in Coop's stores, whereas only 17 percent of online users opted for Coop's e-commerce site.
Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand
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AdKaora. (May 9, 2023). Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/
AdKaora. "Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand." Chart. May 9, 2023. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/
AdKaora. (2023). Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/
AdKaora. "Share of Shoppers Purchasing Grocery Online and in Store in Italy in 2022, by Brand." Statista, Statista Inc., 9 May 2023, https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/
AdKaora, Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand Statista, https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/ (last visited December 21, 2024)
Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand [Graph], AdKaora, May 9, 2023. [Online]. Available: https://www.statista.com/statistics/1424366/online-vs-in-store-grocery-preferences-italy/
