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Kroger Sustaining Healthy Online Sales in 2018

Kroger’s 2018 online sales remain steady but are slow to match its promising 2017 growth.

Key Takeaways:

How did Kroger online sales perform each month in 2018?

Figure 1: According to Edison Trends research, from January to August 2018, monthly revenue and order volume of online Kroger purchases had little overall change.

Looking at monthly revenue and order volume, Kroger’s 2018 online sales remained constant for most of the year, fluctuating only marginally within +/- 3% by the end of this period. The biggest dips in sales were found in February, June, and July, while the highs were in January, March, and August.

How does Kroger’s revenue growth this year compare to last year’s?

Figure 2: Comparing the first half of this year to last, Edison Trends research found that growth from January to June was approximately 140% in 2017 and approximately -10% in 2018.

During the first six months of 2017, Kroger saw incredible growth fueled by online purchases — growing its online sales by a staggering 140% between January and June. In the first six months of 2018 however, growth in online sales fell to -10%.

How did Kroger’s online sales perform in its most recent quarter?

Figure 3: Edison Trends’ analysis found that from June 11 to September 3, 2018, weekly revenue and order volume of online Kroger purchases saw growth. Values are in relation to the week of June 11–17. For example, “1x” means “1x the Kroger sales on June 11–17.”

Compared to the week of June 11–17, weekly values of revenue and order volume grew around 25%-30% by the first week of September.

It’s still too early to tell whether or not the recent uptick in online sales this past quarter will be enough to help Kroger grow beyond its first 6 months of steady sales.

How did Kroger’s online sales perform in August 2017 vs August 2018?

Figure 4: Comparing year over year daily data, Edison Trends research found that revenue due to online Kroger purchases was higher in August 2018 than in August 2017. Values are in relation to August 01, 2017. For example, “1x” means “1x the Kroger sales on August 1, 2017.”

Even without the same growth, Kroger’s online sales in August were approximately 50% higher compared to last year at this time.

*The data shown is based on a sample of anonymized and aggregated e-receipts from millions of consumers in the United States.

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