Despite its extensive market, the Food and Beverage (F&B) sector is yet to embrace e-commerce fully. As a result, it lags significantly in comparison to other sectors. That’s mostly to do with the nature of the products; their perishability poses storage and logistical challenges. But that could be changing as innovations set it up for fast growth in e-commerce.
CryptoMonday has presented data showing that the F&B sector is beginning to make inroads in online shopping platforms. That presentation shows that F&B has the highest conversion rate among all e-commerce verticals. It scored a conversion rate of 4.4%, besting Health and Beauty (3.3%) and Beauty and Skincare (3.05%), among others. CryptoMonday’s CEO made some remarks concerning e-commerce sales.
This is great news for the F&B industry, which has been looking to establish itself in the online shopping space. The trend will continue as more people become more comfortable with buying their groceries online.
What’s Behind the High Conversion Rate?
The sector’s high conversion rate can be attributed to several factors. First, consumers are increasingly turning away from brick-and-mortar stores in favor of „click-and-collect“ services. These allow them to shop at home before picking up their order at a local store or delivery location.
Second, e-commerce platforms are making it easier for shoppers to find what they want quickly. They can find what they want in a matter of minutes using search filters. That saves them the time needed to trawl through rows of products like those in person. This makes shopping online seem more efficient than its offline counterpart.
With increasing consumers buying groceries online, it’s no surprise that this category dominates other verticals’ conversion rates. As they shop online for groceries, more consumers are using their gadgets to compare different brands. Thus they’re engaging with brands directly through search engines.
2022 witnessed shoppers abandoning a significant volume of their online shopping orders. The reasons for their abandonment are as varied as are the shoppers themselves. But for the American shoppers, the primary reason for the abandonment was excessive shipping costs. Coming a close second was faulty discount codes.
F&B and Consumer Electronics shared the joint lowest abandonment rate of 50.03%. Pharmaceuticals and Cosmetics came in a distant second with roughly 70% abandonment. Meanwhile, Ferry and Travel performed worst, attracting an abandonment rate of 98%.