Europe, 2015
European Council, 2015: Online grocery has been slow to take off in most of Europe. Even in the two most advanced markets—the United Kingdom and France—it accounts for only around 5 percent and 4 percent of sales respectively. This slow growth, however, shouldn’t fool retailers into complacency: customers want to buy groceries online, and will do so from retailers that offer good products and services. E-commerce will play a crucial role in the future of the grocery sector and the profitability of every grocer.
Our research has yielded valuable insights about the development of online grocery in Europe, what customers need and expect from online grocers, and what it will take for retailers to succeed.