Retailing 4.0: The New Era of E-commerce in Fast Moving Consumer Goods
DOI:
https://doi.org/10.4468/2018.2.07fornari.grandi.fornariKeywords:
E-Grocery, Online/Offline-Native Retailers, E-Commerce P&L, Omni-channel RetailingAbstract
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.References
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