Mobile grocery shopping drives online food purchasing market

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New data showed Irish consumers are getting on board with the chance to use digital supermarkets.

SuperValu has now released data showing mobile grocery shopping is on the rise in Ireland. While it has made an online version of its supermarkets available for some time, it credits smartphones with the growth.

The grocery store has seen a tremendous increase in traffic to its site throughout the last year.

In fact, SuperValu stated that it has seen a 50 percent increase in site traffic since 2016 began. It credits mobile grocery shopping via smartphones and tablets. According to a spokesperson from the supermarket chain, “Supervalu online shopping has seen overall traffic to its website grow by a massive 50% in 2016, over the previous year. This shows a massive shift in customer behavior towards researching offers and buying food online.”

Mobile grocery shopping has been credited as the largest factor boosting traffic to the website.

Mobile Grocery Shopping - Basket of FoodThis, according to the SuperValu spokesperson. The company saw an increase in mobile commerce use by 114 percent at its own site. This produced a massive 200 percent spike in its revenue. Over the last few years, the grocery store chain has been working hard to keep up with the changes in m-commerce trends. In this way, it has been able to embrace and benefit from mobile growth.

There was such a large rise in the amount of mobile use of the SuperValu site that the company launched a site specific to smartphone-based needs. Its mobile optimized and responsive m-commerce website first launched in August. It was designed to meet the needs of consumers who were making it ever more clear that smaller screens were their preference.

“Since the launch of their new mobile-responsive website, six weeks ago, mobile usage has accelerated, to grow by 175% compared to the same period last year,” the spokesperson said.

SuperValu isn’t the only supermarket to have witnessed these trends and placed a focus on mobile. Tesco began with e-commerce back in 1998 and has noticed an increasing consumer trend in online shopping. They have also pointed to mobile grocery shopping as a reason for this shift.

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