Compared to other products Germans are clearly less enthusiastic in buying online groceries. While online shopping has a market share of at least about 10 percent, the entire online food sales is only one percent. The reasons are complex. However, it is clear from our study Lebensmittel E-Commerce 2015 that an entire online coverage with a complete range groceries is impossible at present.
Below chart in German:
Below chart in German:
The fact that the online trade in food does not have a large market share could clearly be related to the online offer as well as the preference of the client. Only 8 percent of surveyed dealers offer a full range, so theoretically a typical family week-shop would be possible. And outside the major regions the online shops don’t offer a full-range for the delivery, only a few of those online food stores cover larger delivery areas. A nationwide delivery of all products is only offered by 2 percent of all online shops.
Market Structure
Of the 250 investigated stores 86 percent consists of the specialized shops. These are stores that offer delicacies, specialties and products for special diets, or have focused on a specific product segment. With only 8 percent supermarkets are the smallest group. 23 percent of retailers offer subscription models.
These and other results will be presented at the 25th of June 2015 at the Omnichannel Days ´15 in Cologne. The entire study will be released on 24th August 2015.
Methodology: The 250 studied online shops were divided in the categories: specialized shops, subscription services and supermarkets. The type was determined for each store, delicatessen store, organic stores etc. After that the ranges on offer per section were determined for each store and several features, relating to supply and cooling were examined.
Source: www.ehi.org