E-grocery. The last major growth potential in German food retailing?

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The analysis explores the underdeveloped state of e-grocery in the German food retail sector compared to other European markets. It examines the apparent lack of interest from both retailers and consumers in online grocery shopping, attributing this to a belief that German consumers are not ready for e-commerce in groceries. The paper aims to assess the sales potential for grocery e-commerce in Germany, challenging existing assumptions and highlighting opportunities within this market segment.