The arrival of the online channel has initiated a new cycle in competitiveness among retailers characterized by shoppers’ increasing nomadism around physical and digital touch points. The present work adopts a supply-side analytical approach to highlight drivers and perspectives of e-commerce development within the grocery sector. Research results emphasize that: (i) online-native retailers hold a well-established position of leadership worldwide and thus fundamentally influence e-grocery dynamics as a whole; (ii) the e-commerce channel is characterized by profit margins that are significantly lower than store-based channel ones. This represents the main limitation to online grocery sales growth, above all for offline-native retailers who maintain core business in their bricks & mortar stores.

Fornari, E., Grandi, S., Fornari, D., Retailing 4.0: The new Era of e-commerce in fast moving consumer goods, <<SYMPHONYA>>, 2018; (2): 77-90. [doi:http://dx.doi.org/10.4468/2018.2.07fornari.grandi.fornari] [http://hdl.handle.net/10807/128735]

Retailing 4.0: The new Era of e-commerce in fast moving consumer goods

Fornari, E.
Co-primo
;
Grandi, S.
Co-primo
;
Fornari, D.
Co-primo
2018

Abstract

The arrival of the online channel has initiated a new cycle in competitiveness among retailers characterized by shoppers’ increasing nomadism around physical and digital touch points. The present work adopts a supply-side analytical approach to highlight drivers and perspectives of e-commerce development within the grocery sector. Research results emphasize that: (i) online-native retailers hold a well-established position of leadership worldwide and thus fundamentally influence e-grocery dynamics as a whole; (ii) the e-commerce channel is characterized by profit margins that are significantly lower than store-based channel ones. This represents the main limitation to online grocery sales growth, above all for offline-native retailers who maintain core business in their bricks & mortar stores.
Inglese
Fornari, E., Grandi, S., Fornari, D., Retailing 4.0: The new Era of e-commerce in fast moving consumer goods, <<SYMPHONYA>>, 2018; (2): 77-90. [doi:http://dx.doi.org/10.4468/2018.2.07fornari.grandi.fornari] [http://hdl.handle.net/10807/128735]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/128735
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