In 2016, Online Grocery Penetration was 0.12% which increased to 1.85% in the year 2021 with smartphone Users aged 25-44 being the major target audience, says a report by Ken Research
1. Price, Delivery Cost and Delivery Time Amongst Most Influencing Factors tilting the consumer preference towards online shopping
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The most beneficial factor of shopping online was identified as a possibility to compare prices and buy at a lower price. Customer would prefer the operator that would offer similar products at a lower price. Grocery signifies urgency. Faster delivery increases the chances of regular and frequent orders and delivery fees, convenience charges or any other surcharges reduces the chances of regular orders. Moreover, customers prefer their orders to be delivered within the promised time slot, preferably between 6 – 9PM which has increased the demand for online platforms as the time slots are busy. Promotion techniques such as coupons, free samples, discounts, cashback offers increases the chances of customer retention. Hassle free payment, return & refund experience is an important factor in a purchasing decision. A clear return policy gives consumers a feeling of security which is often not the case in offline purchases. About 60% of online grocery shoppers prefers cash as mode of payment.
2. Covid-9 affected the growth of Online Grocery Market positively with people switching to Online platforms for grocery shopping
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Due to COVID-19 Outbreak, people avoided crowded places and turned to online grocery shopping amid escalating fears. Customer’s habits have completely changed during the pandemic, which led to the sudden shift from offline to online shopping. COVID-19 has also made cashless transactions more popular among consumers. With lockdown measures in place, people resorted to online means of purchasing groceries.
3. “Express Delivery:” Increasing demand for fast-delivery of groceries is anticipated to be seen in the upcoming years as people expect more online platforms
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Features such as Express delivery, increasing service innovation is Expanding product assortments to ensure 100% product availability at all times. Virtual shopping tour with available products. Enabling consumers to compare products, prices and read labels & Facilitators in terms of shopping lists i.e. multiple family members could add to a common grocery wish list will be expected in the upcoming years with the market growing at a CAGR of over 20%. Moreover, improvement in delivery infrastructure is also something that can be expected to be there in the online grocery market in Vietnam. All in all, availability of products, discounts, express delivery are some of the trends that can be seen during the forecasted period.