IRI survey finds click-and-collect programs to be core driver of e-commerce growth
IRI announced that a new survey revealed click-and-collect shopping programs, where shoppers can place orders online and pick up their items at a nearby retail location, are a core driver of growth in e-commerce purchases of consumer packaged goods (CPG). Survey responses showed an overwhelmingly positive customer response and adoption as well as the successes of major retailers with click-and-collect programs.
While e-commerce currently represents only a small portion of total CPG purchasing, it is expected to make up approximately 11 percent of CPG sales by 2022, hitting nearly $88 billion in revenue — $6.6 billion of which IRI expects to be from click-and-collect programs. Click-and-collect combines the convenience of shopping online without the fees or delays of delivery and integrates a retailer’s e-commerce and brick-and-mortar platforms into one shopping experience. While only 8 percent of U.S. shoppers have purchased products using a click-and-collect program, 82 percent of shoppers who have used the service would “definitely” or “probably” use it again.