94% of grocery sales come from in-store customers

I’ve just read in RetailWeek that according to IGD the online grocery market is set to double in value to £11.2bn by 2016.  That’s a big number but lets look at it another way. £11.2bn represents just 6% of total grocery spend, so up to 94% of grocery spend will still take place in-store.
While retailers have to invest in on-line it’s important not to loose focus on the channel that delivers 94%+ of the revenue.