A vast majority of European consumers have access to the internet and a growing proportion of these regularly shop online. But when it comes to grocery e-commerce, Europe is a continent divided.
In the UK and France, retailers have successfully responded to the consumer switch to online shopping in grocery. Other markets, including the massive German market, have not witnessed this transition on a comparable scale.
The most popular forms of grocery e-tail, which have gained considerable traction with consumers, are home delivery and click-and-collect models. Meanwhile, companies delivering recipe boxes have seen a massive jump in demand in recent years, as consumers seek out online retail experiences that offer both convenience and delight.