The online food and grocery market in Italy is currently worth €812 million, which represents a 37% increase on 2016, according to the latest report by digital innovation group Osservatori.
Out of the total figure, food accounts for €708 million (+39%), and the remaining €104 million (+26%) comes from health and personal care products.
Over half (54%) of products sold online in the food segment are dried or packaged goods, including coffee, followed by fresh goods (31%), alcoholic beverages (9%), non-alcoholic beverages (5%), and frozen foods (1%).
Market Share
Although Italians are increasingly buying food and drink products online, these purchases only account for 0.5% of total retail purchases in Italy, and 4% of the B2C e-commerce segment - a market worth €23.1 billion.
Italy lags behind more developed e-commerce markets in terms of food and grocery purchases. Online grocery retail in the UK has a market share of 8%, with 6% in France, and 2% in Germany and the US.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
