people walking


Europe, 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—online grocery shopping accounts for only about four to five 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 the products and services they need. E-commerce will play a crucial role in the future of the grocery sector and the profitability of every grocer.

The Europe Council’s industry research has yielded valuable shopper 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. Read the report below to learn more.