Fast-moving consumer goods are purchased online by ten per cent of Czech consumers, a recent study has found.
The new study FMCG eShopping 2014 by INCOMA GfK monitors consumer behaviour of Czechs purchasing FMCG over the internet. The most frequently purchased items over the internet are medicines, vitamins and supplements. Overall, last year customers spent the most online on pet supplies; estimated spending last year was CZK5.2 billion.
Food is purchased over the internet by 10 per cent of customers who have access to the internet. On average, food is purchased online 10 times per year. The virtual “shopping basket“ in the Czech Republic most frequently contains non-perishable and canned foods, coffee, tea and sweets.
Tesco dominates the online grocery market as most Czechs do their online food purchase in the itesco.cz store. Tesco now has 140,000 registered online customers. Food is purchased most frequently over the internet by customers of the Tesco and Kaufland brick and mortar chains.
Last year, a small online grocery store, rohlik.cz was launched in the Czech capital. Beginning of this year, it plans to start operating in other cities as well. Supermarket chains Billa and Kaufland are also considering launching online sales, according to Radio Prague.
The main motivating factor for the purchase of FMCG over the internet is price, the survey revealed. However, a number of customers polled also mentioned as the primary reason the fact that they cannot purchase the goods elsewhere. Conversely the greatest obstacles to the purchase of FMCG over the internet are transportation costs and long delivery time, followed by concerns about quality and freshness as well as lack of options to personally check and inspect goods before purchasing, the survey conducted by INCOMA GfK has found.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article written by László Juhász.
