The Online Shoppers’ Journey

In 2019, a retail grocery trend constantly covered in the news was online shopping – which consumers are doing it, who isn’t doing it, what products they purchase vs. don’t purchase, etc. What hasn’t been well researched is the online shoppers’ path-to-purchase including the decisions they make and actions they take along the journey. A small study by Field Agent (451 digital shoppers who spent at least $30 online for delivery or pick-up) examines the process in detail and shares a variety of interesting insights, including those detailed here.