For many shoppers, concerns over inflation have become a rationale for continuing to shop online as pandemic concerns fade, according to recent research for grocery giant Kroger. 

84.51°, a media company focused on retail data science and insights, found that almost two-thirds of US shoppers are “highly concerned” about inflation.

Why tracking e-commerce motivations matters

Even as e-commerce shopping – in particular for everyday items – spiked during the pandemic, its usage keeps evolving, with consumers continuing to shop both online and off. However, the rationale for online shopping has changed somewhat, and brands need to key into...