If brands needed yet another reason to prioritize discoverability for digital grocery, here’s one more: Even consumers with low loyalty to e-commerce usage had online baskets that were more than double the size of their in-store ones.

That’s according to recent data from Kroger's retail data science company 84.51°, which examined in-store vs. online trips for the last year.

Consumers who used e-commerce the most had larger baskets across the board, whether shopping in stores, ordering products delivered, or using a click-and-collect service, Melissa Myres, insights director at 84.51°, tells CGT. However, in-store pickup orders tended to be the biggest trips made by shoppers regardless of how often they typically used e-commerce.

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