Marketing Daily reports that “a new report from Coresight Research finds that 36.8% of U.S. shoppers bought groceries online at least occasionally in 2018, up from 23.1% in the prior year” - which means that 35 million more people bought groceries online in 2018 than in 2017.

The story says that “Amazon is still the one to beat, chosen by 62.5% of shoppers. But Walmart and Target are coming on strong. More than 37% of those who’ve purchased food online have made a purchase on Walmart.com last year, up from 25.5% in the 2017 survey, with Walmart doubling its number of online shoppers. And 15.7% purchased from Target.com, up from 6.9%, translating into more than triple the number of absolutely new shoppers.”

What’s interesting about the research is that people shopping for groceries on Amazon seem to be buying less there than those who shop online at Walmart and Target:

“Just 26% of Amazon shoppers buy ‘some,’ ‘most’ or ‘all or almost all’ of groceries online … But that percentage jumps to 35% for Walmart, Target and Kroger’s online shoppers.”

The biggest increases in online penetration, the study says, came in two demographic groups - older millennials (age 30-44) and people 60+.

KC's View: I suppose the reason that Walmart, Target and Kroger online customers do more of their shopping there than those using Amazon may speak to those retailers’ superior omnichannel presences.

I think the smart money still is on Amazon … but I also think that anybody who underestimates any of these companies, or the potential impact of e-grocery, is making a serious miscalculation.