New customers nearly double for online grocery sites

The pandemic has given a reason for several firsttime online shoppers to buy groceries. Online grocery sites are seeing almost double the number of first-time users compared to pre-Covid times.

BigBasket has seen the number of new customers increasing by 84 per cent compared to pre-Covid levels. Their retention rate is also higher by 50 per cent. The number of visits too has gone up by 55 per cent compared to pre-Covid times.

“There has been a significant change in consumer behaviour since March 2020...we have experienced an 84 per cent increase in new customers accompanied by excellent retention rates and basket sizes,” said Seshu Kumar Tirumala, national category head of BigBasket.

Similarly, Grofers has seen 64 per cent more firsttime online grocery shoppers and 15 per cent more first-time online shoppers. The current situation has led to a natural demand for online grocery, and more people are gradually moving from offline shopping to online, finds Grofers.

Grofers too has seen a higher customer retention rate. Almost 62 per cent of the customers who came in the first month of the pandemic are still shopping with the platform, it claimed.

Increased customer base is not a metro phenomenon. Grofers has seen a spurt in demand from nonmetro markets as well. It has witnessed an increase of 54 per cent in orders in smaller cities like Indore, Agra and Panipat.

These customers are driving demand for predominantly immunityboosting foods. According to BigBasket, fruit with higher vitamin C content and those increasing immunity and general health saw 2x the household penetration growth when compared to regular fruit and vegetables like onions, tomatoes and potatoes.