Thanks for your comment. You’re right that conversion rates are not the same across all industries – all I was trying to highlight in this blog is that visits to online takeaway websites have grown massively and trying to put some context to this by comparing to the growth of online in general. As internet penetration grows and more people are using online as a channel its inevitable that more people will order food online but the growth of takeaway services in particular has outperformed the market in terms of purely visits.

As you say ordering food online does lend itself to the internet model but then so does grocery shopping and yet relative to other markets grocery retail online has had pretty poor take up by consumers, all I am pointing out here is there has been a significant increase in demand for ordering takeaway food online in the last 12 months.

This assumes that the propensity for internet transactions are identical across all industries.

The fact that ordering food online lends itself 100% to an internet model, where you can see the menu, the order value is typically very low, the fact that it is a convenience product, there are many other variables that need to be omitted before you can just assume that the takeaway industry is growing massively compared to other online aggregation services like the insurance industry and the courier industry (have a look at Shutl, a company to watch).