Grocers must fix broken online model, report says


A shopper for Instacart studies her smart phone as she shops for a customer at Whole Foods in Denver.

Cyrus McCrimmon | Denver Post | Getty Images

For some American shoppers and grocers, it took a pandemic to push them online.

As the coronavirus spread in the spring, some customers downloaded grocery shopping apps for the first time and bought more groceries than usual through e-commerce rather than in stores.

That translated to a larger share of grocery shopping moving online. U.S. online shopping accounted for 5.1% of grocery sales at the end of 2019 and rose to 6.6% as of April 12, according to a Bain & Co. report released Thursday. The report said it also increased in places including…


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