The total value of purchases from online supermarkets reached 255 million euros in retail prices including VAT, according to Convert Group.Indicative of the growth that is noted is the fact that in 2019 the turnover for online supermarkets was 45 million euros and within two years a total increase of 467% has been recorded.
The survey, conducted through the e-Retail Audit platform, showed that pet shop products recorded the biggest percentage increase in sales (101%), followed by bakery products (84%), alcohol and beverage (76%), cosmetics (75%), fresh food (68%), frozen food (67%) and baby food (51%). The fresh food category accounted for (34%) of annual sales, while pet shop products accounted for only (1%) of annual sales.
The average consumer purchased 36.9 products in each order, spending 78.20 euros including VAT, of which around 14 were fresh products. A 39% of order value came from direct visits to online supermarkets in 2021, up 9 percentage points from 2020.