The results, aggregated from a survey of 1,375 Australian consumers, reveal that Grocery Run leads the way in the home and pantry category, while Aussie Famers Direct takes out the accolade for fresh produce.
“Online shopping is set to become the supermarket battleground of the future, and these two retailers are offering a proposition that is appealing to consumers in regards to their variety of products, the ability to buy in bulk, and the value for money they are deemed to offer,” said Megan Doyle, head of Canstar Blue.
“They were also the only two retailers to receive top marks for website navigation,” she added.
The findings indicate that supermarket giants, Coles and Woolworths, need to up the ante in their digital offerings as they trail behind their competition in terms of special deals on offer, and value for money- failings which Doyle says parallel what is happening in the bricks and mortar sector.
“Coles and Woolworths are clearly the two biggest retailers, but these results show they are trailing in terms of customer satisfaction. The biggest threat to their physical stores is coming from Aldi, and the competition from other retailers is just as fierce online.”
While only one in five consumers conduct all of their grocery shopping online, 42 per cent cent of respondents envisage doing the majority of it digitally in the future, indicating the importance of investing in e-commerce platforms to remain competitive.
Reasons why customers are shying away from heading to the shops include its simply easier (35 per cent), insufficient time (24 per cent), a perception of greater value for money (17 per cent), and not liking the environment of supermarkets (7 per cent).