Shopping cart in supermarket aisle

Shopping cart in a supermarket aisle, symbol of modern consumption and retail logistics.

About this subject

The shopping cart, invented by Sylvan Goldman in 1937, revolutionized retail by enabling customers to buy more items per visit. Before its invention, shoppers used handbaskets, which limited purchase volume. Goldman, owner of a supermarket chain in Oklahoma, noticed that baskets quickly became heavy, discouraging purchases. He adapted a folding chair onto a wheeled chassis, creating the first cart. The design evolved with the addition of a child seat in the 1940s and later with locking systems to prevent theft.

In Brazil, shopping carts are ubiquitous but face logistical challenges. An estimated 2 million carts are stolen annually, causing losses of R$ 300 million. To mitigate this, chains like Carrefour and Pão de Açúcar adopt wheel-locking systems that activate when the cart crosses the store perimeter. Cart designs vary by audience: smaller models for quick trips, carts with infant seats, and versions adapted for people with disabilities.

The supermarket aisle itself is meticulously designed. Product placement follows the concept of "space rationalization," with essential items (milk, bread) placed at the back to force customers to traverse the entire store. Eye-level shelves hold high-margin products, while low-turnover items sit at ends. Standard aisle width is 1.5 to 2 meters, enough for two carts to pass. Lighting and packaging colors are studied to stimulate impulse buying.

Interestingly, the shopping cart has become a cultural icon. In 1994, American artist David Mach created a 15-meter-tall sculpture using 10,000 carts. In Terry Gilliam's film "Brazil" (1985), carts are used as a metaphor for dystopian consumerism. Today, despite e-commerce growth, physical carts remain essential for 70% of supermarket purchases in Brazil, according to Nielsen.

Frequently Asked Questions

Who invented the shopping cart?

The shopping cart was invented by Sylvan Goldman in 1937, owner of a supermarket chain in Oklahoma, USA. He adapted a folding chair onto wheels so customers could carry more products.

How many shopping carts are stolen annually in Brazil?

An estimated 2 million carts are stolen each year in Brazil, causing losses of around R$ 300 million. Stores use wheel-locking systems to prevent theft.

Why are essential items placed at the back of the supermarket?

Product placement is designed to force customers to walk through the entire store. Items like milk and bread are at the back so shoppers pass other aisles and are encouraged to buy more.