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Rewe stomps on the online marketplace - although it "more than meets expectations and goals"


Online shopping is not only becoming more and more popular for non-food items: more and more Germans are also buying groceries online. Rewe, on the other hand, is now closing part of its online offering.

Online shopping is not only becoming more and more popular for non-food items: more and more Germans are also buying groceries online.

Rewe, on the other hand, is now closing part of its online offering.

Cologne - The Corona crisis has changed the consumer behavior of Germans significantly in the past year.

Not only clothes, furniture and books are now being bought on the Internet, but also groceries.

According to a survey by the digital association Bitkom, the number of customers who buy their groceries online has even risen sharply.

The supermarket chain Rewe is meanwhile stomping a pillar of its online offer again.

As the company informs, Rewe's online marketplace went online in 2018 after a test phase.

In addition to the pick-up service and delivery service, the marketplace represented the third pillar of the retail chain's online offering. But at the end of the year, the group adjusted its e-commerce strategy - and closed the marketplace.

Rewe online marketplace: groceries and non-food items by post

The Rewe marketplace takes place together with the chain's pick-up and delivery service on the company's online portal. In contrast to the other two services, the items ordered were sent to the customers via the marketplace by post. And: The range not only included food, but also non-food items, including cooking accessories and decorative items.

Now, however, Rewe is pulling the plug on the marketplace: When asked by

, a spokesman for the company said that the offer is expected to be closed until January 31st - customers can therefore place their orders until December 31st.

The company cited an "updated weighting within the digitization strategy" as the reason for the closure.

Could the offer be a flop?

Rewe closes online market - but more and more people are buying groceries online

The company doesn't want to talk about that. When asked, it said: "The marketplace was built very successfully by Rewe digital and has always more than met internal expectations and goals." Rewe has gained valuable experience with the operation of the marketplace. However, the company now wants to focus on optimizing existing business models, including the delivery and collection service. "The resources that are freed up are to be bundled in other digital business models," said the spokesman.

Meanwhile, figures from the digital association Bitkom show that more and more Germans are also buying their groceries online.

A good quarter of people in Germany (26 percent) at least occasionally order groceries online - and thus significantly more than before the corona pandemic.

The coronavirus crisis has apparently "permanently" changed the purchasing behavior of consumers, explained the digital association Bitkom to the AFP news agency.

Before the pandemic, only 16 percent of people bought their groceries from time to time on the Internet.

Shopping for groceries online: Rewe, Gorillas and Co. are well received

The online range of apples, pasta, lemonade and co. Is particularly popular with younger people: 32 percent of 16 to 29 year olds often or occasionally order food and drinks online. Among the 30 to 49 year olds, it is slightly more at 36 percent. Even among the 50 to 64 year olds, 26 percent still use the online offers. Only in the age group 65 and over does the desire to shop on the Internet decrease significantly by eight percent. According to the survey, 53 percent of people who now shop for groceries online ordered groceries online for the first time during the pandemic.

Consumers use different online offers: Ten percent of them have subscriptions for vegetable boxes or order online from farm shops. Eight percent order from supermarket chains such as Rewe, and another seven percent use online platforms such as Ebay. Seven percent also use delivery services with immediate service such as Gorillas or Flink. With our brand new consumer newsletter you will always stay up to date on consumer information and product recalls.

(sf / AFP)

Source: merkur

All life articles on 2021-09-16

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