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Online Shopping Boom Hits German Supermarkets
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Online Shopping Boom Hits German Supermarkets

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James ThompsonJames Thompson
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Online Shopping Boom Hits German Supermarkets

The popularity of online supermarkets is on the rise in Germany, with more people opting for the convenience of having their groceries delivered to their doorstep. According to the Handelsforschungsinstitut IFH Köln, the online food retail market grew by over 10% in 2025, outpacing the overall online retail market.

Key Highlights

  • Online food retail market in Germany grew by over 10% in 2025
  • Picnic and Rewe are leading the online supermarket market in Germany
  • Over 12,000 products are available for online purchase through Picnic
  • The online food retail market is expected to continue growing, driven by convenience and time-saving
  • Germany's online food retail market is still in its early stages, with a market share of around 3%
  • The market is dominated by a few large players, including Picnic, Rewe, and Flaschenpost
  • Online supermarkets are becoming increasingly popular among families and older generations
  • The average online grocery order in Germany is around 45-60 euros

The Deep Context

The rise of online supermarkets in Germany is a relatively recent phenomenon, driven by advances in technology and changing consumer behavior. According to Tagesschau: Boom der Lieferdienste Einkaufen im Online-Supermarkt immer beliebter, the market is still in its early stages, with a market share of around 3%. However, the growth rate is impressive, with the online food retail market expanding by over 10% in 2025. This is largely driven by the convenience and time-saving aspect of online shopping, as well as the increasing availability of online grocery services. As MSN: Doppelt so viele Bestellungen: Online-Supermarkt Gurkerl wird immer beliebter reports, the number of online grocery orders is increasing rapidly, with some companies experiencing a doubling of orders in just a few months.

The market is dominated by a few large players, including Picnic, Rewe, and Flaschenpost. These companies offer a wide range of products, including fresh produce, meat, dairy products, and household essentials. According to Tagesschau: Boom der Lieferdienste Einkaufen im Online-Supermarkt immer beliebter, Picnic offers over 12,000 products, making it one of the largest online supermarkets in Germany. Rewe, on the other hand, offers a similar range of products, with the added convenience of being able to order online and collect in-store.

The online food retail market in Germany is also characterized by a strong regional focus, with many companies concentrating on specific cities or regions. As Handelsblatt: Online-Supermärkte boomen in Deutschland reports, this is partly due to the high costs of logistics and delivery, which make it more challenging for companies to operate nationwide. However, this also creates opportunities for smaller, regional players to establish themselves in the market.

Voices from the Streets

The rise of online supermarkets is not just a trend among young, tech-savvy consumers. According to Die Zeit: Online-Einkauf im Supermarkt, many older generations are also embracing online shopping, citing the convenience and time-saving aspect as major advantages. Jochen Kapp, a customer of Picnic, says that he and his wife appreciate the service, especially since they are both physically impaired and find it difficult to carry heavy shopping bags. As Süddeutsche Zeitung: Online-Supermärkte in Deutschland reports, this is a common theme among online supermarket customers, with many citing the convenience and flexibility of online shopping as major reasons for using the service.

Legislative & Jurisdictional Conflict

The rise of online supermarkets in Germany has also raised questions about the regulatory framework governing the industry. As Bundesverband E-Commerce und Versandhandel Deutschland e.V.: Online-Supermärkte in Deutschland reports, there are concerns about the impact of online shopping on traditional retail businesses, as well as the need for clearer regulations on issues such as food safety and consumer protection. According to Deutsche Welle: Online-Supermärkte in Deutschland, the German government is currently reviewing the regulatory framework governing the online food retail market, with a view to introducing new regulations to protect consumers and ensure fair competition.

Projections & Critical Questions

As the online food retail market in Germany continues to grow, there are several critical questions that need to be addressed. According to Forbes: The Future Of Online Grocery Shopping, one of the key challenges facing the industry is the need for more efficient and sustainable logistics systems. As CNBC: Online grocery shopping is becoming more popular, but it's not without its challenges reports, this is a major concern for many online supermarket companies, which are struggling to balance the need for fast and flexible delivery with the need to reduce costs and minimize their environmental impact.

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