His e-basket is getting smaller and smaller SupermarketHow revaluation lead consumers to order fewer items, which is the same as what happens when they visit a physical store. At the same time participation private label products, which are also increasingly chosen by consumers when ordering in online supermarkets. However, it is worth noting that, despite the fact that there are no longer restrictions due to COVID-19, sales of online supermarkets are stable (in real terms and excluding inflation), which means that this is the street for organized grocery retailers, continued investment in this category of stores.

According to data released yesterday Convert Group, the turnover of electronic supermarkets in the first quarter of 2023 amounted to 76 million euros, an increase of 10% compared to the corresponding period last year. This figure does not include the “players” of the so-called “fast commerce” (delivery of grocery orders in less than 60 minutes), namely BOH, eFood Market, Instashop, Pop Market, Rabbit and Wolt Market, “players” who, according to Convert Group, are constantly increasing their share in the Greek market. On the contrary, sales made through their collaboration with the above platforms are included in the Sklavenitis, AB Vassilopoulos, MyMarket, Masoutis, Kritikos, Thanopoulos and e-fresh.gr networks. However, these partnerships are in some cases the “key” to e-sales success. A typical example is efood’s exclusive collaboration with Sklavenitis, a collaboration that market experts call the strongest electronic sales channel in the organized food retail category.

A 10% increase in turnover is essentially inflationary, as the average cost of each product also increased by 10%. The price increase resulted in a 9% increase in orders due to market research that showed that it is easier for consumers to shop in online supermarkets, but the number of products that consumers buy is gradually decreasing. So, if in January 2023 the average electronic “basket” contained 33.1 goods, then in February it was 32.8, and in March it decreased to 32.2 goods. Compared to the first quarter of 2022, the number of goods in the average basket decreased by 10% in the first quarter of 2023. It is worth noting that at the same time, the share of private label products (in value terms) in the sales of electronic supermarkets amounted to 15.2%, an increase of one and a half percentage points compared to the corresponding period in 2022, and the share in volume amounted to 18.7%, having strengthened by 1 .4 percentage points compared to the first quarter of 2022.

Categories with the largest increase in sales value in the first quarter of 2023 compared to the first quarter of 2022: 33% pet products, 19% stationery and cleaning products, 13% beverages and soft drinks, 11% baked goods, 10% children’s products . goods, 8% fresh food, 8% frozen food, 6% care and beauty products.