At the beginning of 2018, the German online grocery market showcased clear characteristics of growth. However, there has been little progress over the last few months.
At present, only one in six households regularly buys groceries online. This figure is surprisingly about the same as it was in 2013 (Nielsen, 2018). As for the internet, it currently accounts for just 1.2 % of all food purchases. Although many consumers are logging online to gather information about products, they seem unwilling to buy them from there.
As a result, none of the big grocers, in Germany, are currently earning money by selling products online (Business Insider, 2018). One prominent reason for this stagnation is the high density of supermarkets in big cities. City residents are a vital clientele of any online business. Due to several supermarkets existing in a relatively smaller area, people have all the options near them. This has made online food shopping less relevant, as it is simpler to go out and directly buy food from the local store.Read More