But there is still a large potential for e-commerce to get a hold of bigger shares of the total turnover for retail in Sweden. In 2013 it was 6 %, and for it to increase even more, groceries sale need to take a big step forward. Four percent of the consumers in Sweden ordered food online in 2013 compared to 27 % in Great Britain. This spring, ICA has big plans for e-commerce, and that might help others who sell groceries online too.
Just as we have mentioned before, omnichannel is expected to be more important and a necessary for everyone to have in mind to be able to meet the customer’s needs. In Sweden, we are among the most connected consumers in the world, and we want to decide by ourselves when, where and how we shop.
Download the entire e-survey about Internet retail in Sweden, e-barometern (in Swedish).