Adoption of online grocery shopping is moving at a slower pace than other consumer categories, but only 10% of U.S. consumers are now regularly buying groceries, according to a new study released by The NPD Group, Chicago. In fact, nearly all online grocery shoppers (99%) still shop in brick-and-mortar grocery stores.

Consumer preferences, such as wanting to pick out their own fresh items, was the top barrier to shopping online for groceries, followed by not wanting to pay a delivery fee. Many consumers (46%) like walking through the store.  And, even though one of the key benefits of online shopping is speed, 46% of consumers feel it’s faster to shop in the store.

“With major brick-and-mortar grocery stores announcing click and collect and various speedy delivery options, the line between physical and online is blurring, and as a result, consumers are getting the best of both worlds,” says Darren Seifer, food and beverage industry analyst. “There is also a place for pure-play e-commerce grocers, but it looks like, as of now, consumers want a seamless experience between brick-and-mortar and e-commerce.”