Online grocery sales are expected to double by 2016 in the UK, France, Germany, Switzerland and the Netherlands according to latest figures from IGD. The research group predicts that online will continue to accelerate at a rapid pace globally as retailers and manufacturers continue to invest in their multichannel operations.
IGD has predicted that online retailing in food and consumers goods will grow at a phenomenal rate across Europe’s five key northern markets: the UK, France, Germany, Switzerland and the Netherlands.
According to the research group, British retailers have been trailblazers in moving to sell food online, resulting in UK online grocery sales reaching 13.7 billion euros by 2016. But even in Germany, where discounters Lidl and Aldi have not yet embraced online grocery selling, sales will grow to 2.5 billion euros by 2016, up from 1.1 billion in 2012.
In France, growth of online grocery shopping has been fuelled by the expansion of Click and Collect – or ‘Drive’ – with the number of Drive outlets doubling in the past 15 months.
These latest forecasts underline how the pisions between online and bricks and mortar retailers are blurring, with shoppers becoming ever more demanding and driven by price. As technology fundamentally changes how consumers buy their groceries, supermarkets will be under increasing pressure to be price competitive and offer the best value deals.
With recent reports that AmazonFresh is getting ready to launch a UK offering in the near future, the European online grocery marketplace is set to get even more competitive.
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