Think that nobody wants to buy groceries online anymore in these post-Covid times? Think again

Vineta Bajaj, CFO at Rohlik Group, has taken to social media to tackle e-grocery myths that she wants to bust.

In a LinkedIn post, she said: "This one's a common one. No one went back to stores after the pandemic. Or not the ones who converted online. Yes, footfall returned. But online grocery never left. It’s become a core part of how people shop today."

Bajaj noted that, in the US, online grocery sales skyrocketed from 4% in 2019 to nearly 30% by mid-2020, adding 50 million new users almost overnight. Sales more than doubled from $53 million to $11 billion and haven’t gone back.

"And take it from me, someone who’s worked inside the two largest pureplay online grocers globally (the other one being Ocado Group). At Rohlik Group, we’re seeing over 40% YoY growth. People aren’t just trying online. They're integrating it into their lives. The demand is daily, operational, and very real and Velow are actively trying to work with other grocers to help them do this, profitably."

She added: "Online orders are bigger! Stock up behaviour, delivery thresholds, and higher satisfaction levels mean larger baskets and repeat purchases. In fact, high service quality is directly correlated with higher frequency and bigger orders.”

So why the myth? "It's because we like old habits. Grocery is emotional, it's a ritual, and the assumption is that online can't compete with in-store. But the data and the behaviour say otherwise.”

“Let’s break it down: 90% of customers shop both online and offline; Delivery use is up 40% since 2021; Shoppers now order across five plus categories online, up from four pre-pandemic; Gen Z and Millennials are leading the charge, digitally fluent, value driven, and loyalty light Gen X and Boomers? They joined online shopping during the pandemic, and many stayed, especially when safety, trust, or convenience mattered."

Bajaj concluded: "This is a mainstream global trend now. From Europe to the US to Southeast Asia, online grocery has gone from novelty to necessity and it’s still accelerating. And while yes, 88% of people say they still like going to the store, that’s not the whole picture. Most people now combine in-store with online to meet different needs. That is, speed, stock-ups, savings, routine. So no, online grocery didn’t peak and disappear. It became normal. And that’s exactly why it’s powerful."

2025 RTIH INNOVATION AWARDS

Grocery delivery will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.