Baskets online still much larger than offline

Posted by Oliver Koll on Jun 11, 2019

Online trips on average are still infrequent and baskets typically feature lower PL shares than offline trips. But what about basket size? There are good reasons why they would be larger online: Convenience, no need to travel or spend time in store and less need to carry the produce. This makes its use for large

shopping occasions attractive especially where delivery charges apply.

How does this play out in practice? We compare the ratio between the average online and offline basket values and whether this has changed since 2016.

  • The 3-year trend shows that online basket sizes remain significantly larger than offline baskets and the ratio has not changed a lot lately: Across all markets surveyed* consumers spend about 2.6 times on online compared to offline trips.
  • This ratio is most pronounced in Europe (2.9 times higher online spend per trip) and substantially lower in Asia, where it is becoming more mainstream and the dominating online market for FMCG.

While we see little change in the ratio of online vs. offline spend per trip, the much higher gap in Europe shows that the dominating mission is still the “bulk trip” whereas Asian shoppers seem to use online somewhat more comparably to offline.

*Austria, Argentina Belgium, Brazil, Bulgaria, China, Croatia, Czech Republic, Denmark, France, Germany, Hungary, Italy, Korea, Malaysia, Mexico, Netherlands, Poland, Romania, Russia, Taiwan, Slovakia, Sweden, UK, Ukraine