Pinterest boosts online grocery shopping

Grocery shopping has shifted significantly more into e-commerce as a result of the corona crisis. Pinterest has increased the number of sales that the platform brings to retailers in this area by 70 percent.

Before the corona pandemic occurred in 2020, grocery shopping was a typical offline activity for most people. But that has changed for many in times of lockdowns, contact restrictions and infection risks. The popular inspiration platform Pinterest has published data to support this. YoY have moved 40 percent more US users to online grocery shopping. And thanks to food pin boards etc., Pinterest itself helps retailers to benefit.

Online grocery shopping is new for 65 percent of pinners

How big the change in the context of basic grocery shopping can be is shown by some figures that Pinterest cites on its own business blog. A study by Coresight Research is cited, according to which 50 percent of all US consumers have already bought groceries online. A 40 percent growth over the previous year. In addition, Pinterest itself states that the online version of grocery shopping is a new experience for 65 percent of users – now over 335 million active monthly.

Especially on the inspiration platform Pinterest, however, users find a good starting point for making targeted purchases. After all, the platform offers numerous recipe ideas, visually appealing suggestions for drinks or snacks and even possible shopping lists. Accordingly, from February to March, Pinterest increased the number of online purchases generated directly from retailers through the platform by 70 percent. And the development continued in April.

Graph: Pinterest is driving more and more sales in online grocery stores
Pinterest is driving more and more sales in online grocery retailing (click on the image to get a larger view), © Pinterest

Will users stay on-line when buying groceries?

In the United States in particular, grocery shopping is likely to appear even more as an online phenomenon than, for example, in Germany. Nevertheless, a development can be seen that could still have an effect if various loosening of the contact restrictions and the like were introduced. Perhaps the pandemic has initiated an innovation in user behavior in this area.

Pinterest states that the users of the platform can be considered early adopters in the tech area.

Pinterest users buy groceries online more often than non-Pinterest users
Pinterest users buy groceries online more often than non-Pinterest users, (with a click on the picture you get a larger view), © Pinterest

Not least because of this, these users are 14 percent more likely to shop online in the food context than users who are not on the platform. Pinterest also assumes that users will buy groceries online at a higher frequency in the future. It is currently 66 percent of all Pinterest users who do grocery shopping online at least once every two weeks.

Pinterest users are already buying groceries online relatively often.
Pinterest users are already buying groceries online relatively often (with a click on the picture you get a larger view), © Pinterest

In addition, the pinners, as the users on Pinterest are also called, spend 27 percent more money on click and collect shopping in this area than non-pinners.

Pinners spend more on food online than non-pinners.
Pinners spend more on food online than non-pinners, (click on the picture to get a larger view), © Pinterest

Pinterest’s tips for retailers in the food sector

Search queries for “quick easy meals for dinner” on Pinterest grew by 153 percent in April. This aspect and the development described above cause Pinterest to give retailers from the food industry tips. The simple suggestions include:

  • the establishment of the customer relationship, especially for first-time online food buyers, via offers, ads or recipe suggestions
  • the simplification of the shopping experience, for example by making digital content shoppbale smoothly, also on social media
  • make the shopping experience straightforward, especially in the food sector (an everyday context), for example with clear visuals of the product and price

Online grocery shopping is again becoming a necessity for many users. That is why brands do their best to keep their products present in a variety of media that serve to inspire people. Pinterest should therefore be of particular interest for these brands.


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