E-Commerce a Part of Fresh Produce
A hot topic of discussion was the explosive growth of online produce sales and how to leverage E-commerce platforms to drive sales in the category. Some businesses recorded online sales during the pandemic peaking at 50 per cent of online sales but have levelled off at about 30 per cent. Potatoes, onions, and lettuce are the main drivers.
A lot of people learned to trust E-Commerce over the last year. They trust the process more than they did before, and it changes the way we need to interact with them.
E-Commerce sales can be tricky for everyone in produce because you can lose the impulse purchase. We can learn from other industries and how they tackle E-commerce and we can grow from that. We need to attack it online like we do a produce department and recreate that experience and seasonal excitement.
Points of interruption, cross-merchandising, being creative and having fun are so important, as well as giving shoppers tips on new flavours, or inspiring them to cook with a new fruit or vegetable. In produce, variety is our superpower!