The Institute for Research of Retail Commerce Consumer Products (IELKA) said on Monday that social media and smart phones are having an increased impact on supermarket sales. Data for the annual report was based on a sample study of 2,000 persons. The findings highlight the significant changes of Greek consumers and focused on the penetration of e-commerce on supermarket sales and in general the impact of Internet, social media and new technologies on the sector.

The results showed there were two trends:

– the impact already having digital media

– the prospects of online sales.

The report showed that 24% of consumers were actively searching for information on prices through the Internet before making any purchases, 23% was taking information through e-media, 18% through social media and a 5% through their smart phones.

16% of supermarket customers said they had made a purchase through the Internet in 2015 (mainly food, personal hygiene, detergents, baby products, pet products, home products and beverage, coffee and packaged food). 24% of respondents said they would make online purchases this year of products they used to buy traditionally in store last year, a percentage highlighting the dynamism of e-commerce in the sector. These consumers are mostly young families with children, young couples or singles living in urban centers, e-shoppers and people searching for offers and special discounts.

The percentage of systematic online consumers for supermarket products rose to 4% in the 2013-2015 period and it is expected to surpass 5% by 2017. Online sales by supermarkets globally are expected to grow from 36 billion US dollars in 2014 to 100 billion by 2018.