Summary
Grocery store executives need to understand how their German customers’ expectations for — and behaviors around — online grocery shopping have changed and how they will evolve in the long term. Even though just 2.4% of total food and drink sales in Germany occur online, one-quarter of German online adults buy at least some part of their groceries online now. Not surprisingly, these consumers have new expectations for digital engagement and payment options. This report explores attitudes and behaviors among German online adults for grocery shopping.
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