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One in five German shoppers buy groceries online

July 22, 2014
Written By

According to a new survey published in eMarketer, 20.8% of German shoppers said they bought groceries online, with a further 16.3% interested in doing so. and eBay were the most popular online destinations for German grocery shoppers, with nearly 45% of respondents having bought food on Amazon at least once.

Consulting firm Fittkau & Maaß interviewed more than 5,000 digital and potential digital grocery buyers in Germany to find out how many were buying food online.

Of those German shoppers polled in April and May, one in five said they already bought groceries on the web, with a further 16.3% interested in doing so.

Reasons given for buying groceries online included convenience – with more than half of respondents (57.5%) saying they weren’t restricted by the opening times of physical stores – whilst almost half (48.2%) stated that shopping online enabled them to see a larger product selection. and eBay were the top destinations for German grocery shoppers online, with nearly 45% of respondents saying they had bought food on Amazon at least once.

Meanwhile, latest forecasts from grocery analyst IGD reveal that the UK grocery market is set to more than double in value to £17 billion, representing 8% of the grocery market by 2019.

According to IGD, three in ten (27%) British grocery shoppers claimed to have bought some of their food and groceries online in June. This is the highest level to date, and compares to 22% who said the same three years ago.

As European shoppers increasingly choose to buy groceries online, this trend looks set to continue. Nearly half (47%) of all main grocery shoppers polled in the UK said they would like to use the online channel for their grocery shopping in the next two to three years, representing a significant growth opportunity for retailers and brands alike.

Profitero will be attending IGD’s Online and Digital Summit in November. Winning in the online channel takes a new set of capabilities — come and speak to us to find out how we can help you take advantage of the continued growth in eCommerce.

About Profitero

Profitero collects online data on more than 250 million products every day, delivering global online insights and eCommerce intelligence to the world’s biggest retailers and brands.

We provide both brick & mortar and online retailers with their competitors’ prices, promotions and full product assortment information. More than 50 global retailers, including Staples, Waitrose, Ocado, Walmart-owned Sam’s Club and Worten, rely on Profitero’s accurate and timely competitor price intelligence to make better informed and more profitable pricing decisions, helping them to increase sales as well as margins.

Profitero also supplies brands with critical online insights, helping to enhance their online sales and market positioning. We deliver key online metrics, including share of online shelf, share of voice, pricing, brand price monitoring and new product monitoring, in any country and from any online or multichannel retailer, updated every day.

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