With Monoprix +, food distribution is finally getting into the era of e-commerce. Of course, it is already possible to order online and to be delivered to your home; but rarely do both at the same time. And for good reason: food e-commerce is very difficult to make profitable. Food is the distribution segment with the lowest margins, far behind those of IT, household appliances or clothing, there is little space for a profitable online service.
Read also: E-commerce crosses the 100 billion euro mark in sales in France
And as consumers are reluctant to pay for delivery, distributors can only get by with degraded versions of e-commerce, where the brand and the customer share the work: either this last order online, but he must pick up his purchases by car or on foot; either he does his shopping on the shelves and leaves his cart in the crate to be delivered.
Last year, only 5.7% of food shopping was carried out partly at a distance, a minority ordered
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