European Online Food Shopping Nears the Tipping Point

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According to new research from Precima, conducted by IDC, European food shoppers are rapidly shifting to embrace digital omni-channel touch-points, meaning personalization is a necessity now more than ever. 

In an effort to better understand European shoppers’ and retailers’ perspectives, our research surveyed 3,000 shoppers and 290 retailers in four European countries. Some key findings include:

  • European shoppers are spending 26%-40% of their budgets online today
  • 46% of European shoppers believe personalized promotions are an important digital service when selecting groceries
  • 56% of European shoppers said receiving personalized mobile offers is important in their shopping journey
  • 34% of European shoppers purchase primarily in-store but buy some groceries online

Dive even deeper into how European shoppers and retailers are thinking about personalization in digital food retail by downloading our new InfoBrief.

Looking for global insights? Check out our global IDC InfoBrief here.

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