L2 released this week the Insight Report: EU Grocery, which finds that grocery e-commerce in the E.U. is far ahead of the U.S. In the U.K. especially, online grocery orders make up 5% of total grocery sales. France follows with 2.5%, and Germany lags with less than 1% of grocery sales made online.

Also interesting about the E.U. grocery market is that e-commerce growth is happening independent of e-tailers like Amazon Fresh and Fresh Direct. Traditional names like Sainsbury’s and Tesco offer delivery and click & collect, with 90% of orders being fulfilled by delivery.


France is similar, but click & collect, or “Drive”, dominates. (Drive users order online and pick up their orders in a drive-through format.) The majority of stores have built adjacent warehouses to fulfill drive and delivery orders.

eu-grocery-04Much like the U.S., the complacency of traditional German grocery stores has made room for online-only delivery services myTime.de and Lebensmittel.de. Lidl and Rewe are the only brands that deliver on a national scale, and only three retailers offer click & collect.


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