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Share of shoppers purchasing grocery online and in store in Italy in 2022, by brand

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Sources

Release date

May 2023

Region

Italy

Survey time period

2022

Number of respondents

700 users

Supplementary notes

Missing percentage points to 100 percent might be due to rounding.

Citation formats

Grocery brand preferences when purchasing online vs. in store in Italy 2022

Published by
F. Watty,
Nov 21, 2023
In Italy, most grocery brands operate through physical and digital channels. In 2022, shoppers expressed different preferences when it came to in-store and online purchase experience. Esselunga was the most popular grocery brand among online shoppers, with ** percent of preferences. However, only ** percent of respondents shopped at Esselunga's stores. A gap of five percentage points between online and in-store shopping was reported for Coop, as ** percent of surveyed consumers bought their groceries in Coop's stores, whereas only ** percent of online users opted for Coop's e-commerce site.
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