Up to 42% of British shoppers could be converted to online grocery shopping, according to food and grocery research and training charity IGD.

The organisation predicted that online would be the UK grocery market’s fastest growing sector, growing in value from £8.9bn to £17.2bn between April 2015 and April 2020. The prediction is supported by new Kantar Worldpanel figures showing a 9.8% growth in online grocery sales in the 12 weeks ending 11 October, 2015.

According to IGD ShopperVista Data, 26% of people already class themselves as regular online shoppers and 11% say the internet is where they do most of their shopping. However, 33% describe themselves as lapsed online grocery shoppers, with 28% of those not having shopped online in the last two years.

Ben Miller, IGD’s director of retail insight, said: “Online is still on a rapid growth curve, as people make the most of new devices, lower delivery charges and minimum spends, plus greater access to click and collect points.”


He added that those who had lapsed from online shopping or had never tried it declared they could be converted by lower delivery charges, a better selection of products and improved order accuracy.

The data also found 80% of online shoppers carry out their ‘big shop’ online and are 4% more likely to stick to one retailer, with 54% saying they were always loyal.

Miller said: “Clearly, once shoppers have trialled online, many then use it as their main form of grocery shopping, demonstrating growing levels of convenience and loyalty.

“Online offers a great opportunity for retailers to really encourage loyalty, with the rise of delivery saver passes, preferential delivery slots and money-off incentives all extremely appealing to shoppers.”