According to FEVAD, e-commerce gained 4 to 5 years of maturity in a few months, with most of the online sales taking place through the operation of hyper and supermarket brands. PayPal, one of the leaders in online payment solutions, took a closer look at this food e-commerce boom by conducting a study in 12 European countries. The goal was to understand the mechanisms.
The boom of e-commerce of home food has been confirmed
Study conducted by the Maru Institute / Matchbox for PayPal reveals that saving time is one of the main reasons for using e-commerce for food for 64% of respondents. To this is added the question of hygiene. In fact, 43% of people surveyed no longer feel comfortable shopping in stores, and almost every other Frenchman (48%) feels uncomfortable when they touch the terminal keyboard or enter a PIN code.
Also, these new consumer habits have also been reinforced by the issue of food prices. When shopping online, 65% of respondents turn to private label because of their affordability. Paradoxically, they are buying more and more responsible products: 70% of French respondents choose products from sustainable and environmentally friendly sectors.
Complementarity between online and physical shopping
While consumers prefer delivery for heavy and bulky products, they still want to go to the store to buy fresh products and thus ensure their freshness. A fact confirmed by a study showing that 73% of French people buy groceries online, but only 6% of them buy fruits and vegetables online. However, almost twice (13%) buy fresh products online to pick them up at the store (BOPIS).
“This personalized, multi-platform approach to shopping shows how online shopping and in-store shopping will coexist“explains Francis Barel, director of PayPal France.”But customers need brands and payment systems that provide a frictionless experience between their offline and online worlds. “
Technology that facilitates this duality
With the proliferation of connected devices for online shopping (smartphones, computers, or connected robots or refrigerators), technology is fulfilling its mission of helping consumers at the service of consumers. But it is not easy for the consumer to cope, he also wastes time entering his bank details to make his various payments in his various applications.
Today, it is a challenge for industry professionals to offer secure and diverse online payment solutions to address consumer concerns, whether related to transaction security, personalization or the health context.
Therefore, in physical stores, innovations such as QR codes are a very easy way for brands to diversify their payment offer in their hybrid strategy. The Intermarché Group, for example, implemented a QR code payment in partnership with PayPal at two points of sale in the Ile-de-France region. This gives PayPal account holders the ability to pay with their mobile, directly at the checkout.
“ It is innovation that enables adaptation to changes and the development of consumer habits. As e-commerce food grows, players in this sector must take advantage of technology to provide an online experience that meets the expectations of their customers. »Emphasizes Francis Barel, CEO of PayPal France
The future of hybrid purchases must be without problems, without the need to enter multiple passwords and log in to different payment systems. Consumers want all payments to be made on one platform, so that digital payments – whether on a real counter, during weekly purchases or in a virtual store – become easier, faster and more accessible on the go.
A study conducted by the Mara Institute / Matchbox for Paypal on January 24, 2021. in France, Germany and the United Kingdom with 1001 participants: https://newsroom.fr.paypal-corp.com/ecommerce-alimentaire-paypal