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Online grocery retailing in Germany: an explorative analysis

Author

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  • Christian Seitz
  • Ján Pokrivčák
  • Marián Tóth
  • Miroslav Plevný

Abstract

The paper focuses on the German food retailing industry with its market characteristics and the status quo of online food retailing in Germany by analysing data from market research institutes and consumer direct questionnaire. The paper examines the consumers’ perceptions of online as well as offline grocery shopping. As a result, an online grocery model was created using PLS-SEM modelling. It illustrates all major success factors related to the consumer’s willingness to shop for groceries online in Germany. The main factors influencing the willingness to shop for groceries online are awareness of benefits, need for more convenience, and change of the lack of trust in the new distribution channel. We identified some consumer groups that are more open to online shopping as they benefit more from online grocery shopping. Especially working mothers and young professionals are the consumer groups with a high potential interest.

Suggested Citation

  • Christian Seitz & Ján Pokrivčák & Marián Tóth & Miroslav Plevný, 2017. "Online grocery retailing in Germany: an explorative analysis," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(6), pages 1243-1263, November.
    • Handle: RePEc:taf:jbemgt:v:18:y:2017:i:6:p:1243-1263
    DOI: 10.3846/16111699.2017.1410218
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    Citations

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    Cited by:

    1. Otto Bartok & Vratislav Kozák & Radka Bauerová, 2021. "Online grocery shopping: the customers´ perspective in the Czech Republic," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 16(3), pages 679-695, September.
    2. Erdmann, Anett & Ponzoa, José M., 2021. "Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    3. Radka Bauerova & Halina Starzyczna & Šárka Zapletalova, 2023. "Who Are Online Grocery Shoppers?," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(1), pages 186-205, March.
    4. Mar Vazquez-Noguerol & Jose A. Comesaña-Benavides & Sara Riveiro-Sanroman & J. Carlos Prado-Prado, 2022. "A mixed integer linear programming model to support e-fulfillment strategies in warehouse-based supermarket chains," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 30(4), pages 1369-1402, December.
    5. Radka Bauerová & Ondřej Mikšík & Lucie Vavrušková & Kateřina Gavendová & Veronika Haladejová & Pavel Vavruška, 2022. "The Opportunities of Using the Metaverse from a Business Perspective," Working Papers 0072, Silesian University, School of Business Administration.
    6. Kvalsvik, Fifi, 2022. "Understanding the role of situational factors on online grocery shopping among older adults," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Peter Dannenberg & Martina Fuchs & Tim Riedler & Cathrin Wiedemann, 2020. "Digital Transition by COVID‐19 Pandemic? The German Food Online Retail," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 111(3), pages 543-560, July.
    8. Chokoe, Sepuru Cindy & Oyekale, Abayomi Samuel, 2022. "Perceptions of online shopping and determinants of consumers’ online purchase of food groceries in Polokwane local municipality, South Africa," African Journal of Food, Agriculture, Nutrition and Development (AJFAND), African Journal of Food, Agriculture, Nutrition and Development (AJFAND), vol. 22(07).

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