The convenience of having groceries delivered to your home is being discovered by more and more Dutch people. In the past two years, almost 16 per cent have sometimes placed an order with an online supermarket, yet a large majority prefer the shop in the street.
Half of all online orderers did so more than once, according to research by research firm GfK. Of the total turnover of online supermarkets, 80 per cent comes from repeat customers. Especially households with children and a high income and young people frequently use the delivery service of supermarkets. Around 49 per cent of total sales were spent by this target group, while in traditional supermarkets this group accounted for 37 per cent of the total. Online grocery shopping is less popular among older people. They still prefer to go to the local shop with a shopping bag.
Growth potential
Despite an increasingly large group ordering groceries online, 84 per cent of the Netherlands can still be found in the supermarket. It is mainly the large number of supermarkets, their wide opening hours and the wide range of products on offer that keep internet supermarkets from being the biggest. According to Sonny Duijn, retail sector economist at ABN Amro, this is going to change in the next few years. In ten years' time, online supermarkets' sales will be ten times bigger, according to Duijn.
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