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Grocers losing online traffic


A recent report has shown that grocer giants Asda and Tesco have experienced a significant drop in traffic to their sites over the last year. The research, conducted for City A.M, suggests that Britain’s leading supermarkets are tackling strong competition online as well as in stores. 

The findings, by web analytics company SimilarWeb, show that online footfall to Tesco’s website from desktop computers and mobile devices dropped over 10m to 35m in November last year.  

Asda’s online traffic also fell from 30m to 22m, while Morrisons saw visits fall from 4.4m last year to 3.5m.  

Sainsbury’s was the only one of Britain’s major supermarkets to report a rise in traffic. Although small, figures increased from 7.5m to 8m this year.  

Reportedly, mobile shopping has significantly increased over the past few years, with smart devices accounting for over 50% of all visits to the Big Four’s websites. While Tesco maintains the highest number of visitsAsda scores the highest when it comes to customer engagement and browsing time. The average number of pages visited on these sites were similar across all four grocers’ platforms. 

"Engagement is very important in seeing in whether the supermarket is successfully engaging its customers," SimilarWeb's Digital Insight Manager Pascal Cohen told City A.M.  

"You can have a lot of traffic but if one million leave after one minute then its not very good stats. You can see that by number of visits Tesco is bigger than Asda. However Asda has better engagement on its site." 

In addition, Cohen said that all four grocers have a low social media presence which accounts for a very small percentage of traffic to their ecommerce platforms.  

Published on Tuesday 24 November by Talya Misiri

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