Grocery brand preferences when purchasing online vs. in store in Italy 2022
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 43 percent of preferences. However, only 38 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 22 percent of surveyed consumers bought their groceries in Coop's stores, whereas only 17 percent of online users opted for Coop's e-commerce site.
