The Impact of eCommerce on the Store

Online shopping is not new to today's shopper; fact, it’s become a go-to shopping method for all sorts of products, including groceries—especially in light of COVID-19 and the resulting spike in adoption.

The Beverage Alcohol Opportunity with eCommerce

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Online shopping is not new to today's shopper; fact, it’s become a go-to shopping method for all sorts of products, including groceries—especially in light of COVID-19 and the resulting spike in adoption.

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Beverage Alcohol is no exception. While the category may lag in eCommerce adoption compared to other categories, recent growth rates, shopper preferences and expectations paint an online opportunity that cannot be ignored. In 2020, 3-Tier eCommerce (3TE) alone for beverage alcohol has grown +300%.

Since the COVID outbreak, penetration of online alcohol ordering has increased, especially with Hispanics. Click here to learn more about the ecommerce opportunity with Hispanic shoppers.

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What is 3-Tier eCommerce (3TE)?

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3-Tier eCommerce operates within the existing 3-Tier system as tied house rules still apply to eCommerce. Alcohol must route from manufacturer, to distributor, to a licensed retail partner who may sell online, in-store, or both.

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The Shopper's Perspective

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Today’s shoppers digitally-engage with other categories such as clothing and electronics and expect the same for beverage alcohol. They don’t see beverage alcohol as different and have similar expectations to discover and inform their purchases.

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Shoppers will continue to increase their expectations for a seamless, convenient and personalized online shopping experience—enabled by emerging technologies and quicker delivery speeds.

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Why are online bev alc shoppers valuable to retailers?

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Impact of eCommerce Extends into the Store

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The value of eCommerce goes beyond online sales, as a retailer’s digital presence can drive in-store sales as well.

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In fact, 46% of grocery sales are estimated to be digitally influenced, meaning shoppers’ in-store purchases are shaped by the retailer’s website and social media accounts—whether they’re preparing a shopping list or already in-store researching product information on their phone. It is imperative to recognize that the role and value of eCommerce is twofold, as it has the power to both drive purchases online and influence in-store sales.

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TAKE ACTION TODAY Ensure you are meeting shoppers where they are—whether they are purchasing beverage alcohol online or researching online to inform an in-store purchase.