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.
Much 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.