The evolution of retail and online channels for fresh produce: how changes in consumer purchasing behaviour are influencing the demand for vegetables and how retailers can adapt to these new channels.

For years, buying fresh vegetables meant going to the supermarket or a local market: we’d pick out our bell peppers, inspect the lettuce, and check the ripeness of tomatoes.

This tactile experience built trust and confidence in our purchases.

As e-commerce flourished across sectors, shopping for fresh food and groceries remained obstinately tied to physical stores over the years.

However, convenience has become a major driver for consumers. With busy lives, many of us are turning to online grocery platforms to save time.

This move online has a direct impact on the demand for vegetables. While overall demand for fresh produce remains high, how we access it is different.

Due to factors like food perishability and risk of damage or spoilage, the share of online fresh food sales remained below one percent in the United States pre-pandemic. However, the onset of the coronavirus pandemic and the lockdown restrictions that ensued have galvanized and propelled fresh food e-commerce to significance.

A quick glance at the evolution of fresh food e-commerce gross merchandise volume (GMV) in China is testimony to the segment’s impressive growth.

The leading reasons which have lead to an increase in online purchases for fresh food are:

the flexibility of being able to place orders anytime, the saving of time, the perception of a more comfortable shopping experience (compared to shopping in person), the access to a wider range of products, the possibility of comparing prices easily, the chance of avoiding the heavy lifting and select exactly what you need and reduce unnecessary spending on impulse purchases.

Due to the convenience of being able to shop from home and the ability to access a wide selection of products that may not be available locally, food ecommerce is becoming increasingly popular.

There are several types of food ecommerce, and the main ones are as follows:

  • Farmers’ ecommerce. These are those ecommerce stores that deal with the direct sale of agricultural producers. In this case, the end consumer can buy products directly from the producer, reducing costs and shortening the supply chain.
  • E-commerce of organic and natural products. These are the e-commerce shops specialized in selling organic and natural products, which can guarantee healthier and pesticide-free products.
  • E-commerce of typical products. These are those e-commerce shops that deal with the sale of typical products of the local gastronomic tradition. In this case they are often small and medium-sized businesses, which use e-commerce to reach a wider audience.
  • E-commerce of restaurants and fast food. These are the e-commerce that deal with the online sale of take-out food, allowing customers to order food from the comfort of their homes and receive it at home

 

Although food e-commerce can offer many advantages, it is important to note that it is a very complex and sensitive business.

First and foremost, it is essential to choose the sources of the products carefully. When selling food online, in fact, it is important to be able to assure customers of the highest quality and freshness of the products, so as to build their loyalty and keep them coming back to buy.

Besides, food e-commerce requires a close attention on the info regarding the regulations on selling food products online of both in the domestic market and the foreign markets.

Shipping is a critical step in online food sales, as it involves specific issues, especially in the case of international shipments.

Food-ecommerce shipments must comply with the current food regulations in both the destination country and the country of origin. Some foods are subject to special laws that vary from nation to nation; therefore, knowing any restrictions in advance avoids inconvenience and disappointment for customers, contributing to a better shopping experience.

Fragile or perishable products then require special attention in terms of packaging like the use appropriate protective materials, the selection of fruit and vegetable varieties with a longer shelf life, using refrigerated packages and express shipping services when necessary.

In 2025, food e-commerce confirms its key role among the fastest growing categories in online shopping. According to the most recent data, digital consumers give less importance to price and increasingly to factors such as convenience of delivery (important to one third of shoppers), efficiency in shipping service (important to the 25% of e-shoppers) and speed and simplicity of the shopping experience (important to the 25,1 percent of online purchasers).

Loyalty emerges as a crucial aspect, with more than 70 percent of online sales accounted for by repurchases, a symptom of a growing reliance on digital for recurring food spending.

Companies selling groceries online will therefore need to focus increasingly on service quality, continuously improving logistical efficiency and offering innovative solutions for delivery and sustainable packaging. Indeed, shoppers are showing an increasing sensitivity to sustainability and social responsibility issues, preferring brands that adopt transparent and environmentally conscious practices. This context represents a challenge, but also an important opportunity to differentiate themselves and build the loyalty of an increasingly demanding and conscious customer base.

The e-commerce of grocery is still a new shopping channel for most consumers, who are still figuring out their service level expectations on buying fresh food online.

Grocers, on their side must actively seek feedback from their consumers in order to find the right strategies.

Grocers need to set themselves on the right path to profitability – and build up the capabilities to accurately track and measure it throughout their supply chain. Because now is the right time to not just react to changed circumstances, but to strategically plan for future growth as e-commerce is here to stay and not just a a temporary trend.

Sources:

https://www.statista.com/topics/11834/fresh-food-e-commerce/#editorsPicks

https://www.beaumont.org/health-wellness/blogs/health-benefits-of-online-grocery-shopping

https://consulenzaecommerce.it/e-commerce-alimentare/

https://www.thegrocer.co.uk/promotional-features/new-routines-for-a-new-reality-looking-at-the-boom-in-e-commerce-and-its-impact-on-grocery/