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Research: Fewer and cheaper products in the supermarket’s electronic “basket”.


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Consumers spend the same amount per online order compared to last year: specifically, the average receipt remains at 76 euros.

With fewer and cheaper products – but spending the same money compared to last year – consumers are filling their “basket” at electronic supermarketaccording to research by Convert Group.

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The company’s data for the third quarter of 2022 shows that consumers are spending the same amount per online order compared to last year: specifically, average receipt (or average e-cart value), remains at 76 euros.

However, they buy fewer products. In particular, 33 instead of 36 pieces are in the average electronic basket in the quarter July – September 2022 compared to the corresponding period last year.

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But how much are inflationary pressures affecting consumers’ online shopping habits?

The research shows that “among products that serve roughly the same consumer need, those with a lower price and a smaller increase in their prices seems to they have more sales».

Moreover, it is observed 10% rise in turnover and 4% in pieces in the sales of private label products (private label) during the first nine months of 2022 compared to the corresponding period of the previous year. Exceptions exist for products with stronger brand loyalty.

Regarding the product categories that were more affected by the price increase, the categories with higher elasticity of demand (non-essential) were more affected, such as for example the categories of wine, toothbrushes or general cleaning products, even if they did not a large increase was observed in the prices of these categories.

At the same time, the strengthening of consumer confidence in the online supermarket is evidenced by the fact that the number of orders increased by 18% in the third quarter of 2022 compared to the corresponding quarter of 2021.

Convert Group’s quarterly report shows that consumers are buying larger quantities onlinesince in the period July – September 2022 an increase of 8% was recorded in the pieces sold by online super markets to consumers with the total value being at +18% compared to the corresponding period of 2021.

At the nine-month level the categories that increased in value (euro) online shopping it was:

+19% on pet products,

+7% on stationery and cleaning supplies,

+5% on bakery products,

+5% on drinks and soft drinks,

+3% on care products and food for babies and children and

+2% on packaged food.

In addition, the fresh food category accounted for 34% of total industry sales, as opposed to the pet products category, which, while experiencing the largest year-over-year growth, only accounted for 1% of the value. of the sector’s annual sales.

Monday is still the most popular day for online shopping of the household, with 17% of total orders placed on that particular day of the week.

It is noted that more than ⅓ of the total online orders are made between 9 pm and 9 am, i.e. the hours when the retailers’ physical stores are closed.


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I am Terrance Carlson, author at News Bulletin 247. I mostly cover technology news and I have been working in this field for a long time. I have a lot of experience and I am highly knowledgeable in this area. I am a very reliable source of information and I always make sure to provide accurate news to my readers.

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